Hilton’s New Value-Driven Brand: Spark by Hilton

Hilton has launched Spark by Hilton, the newest addition to its portfolio of world-class brands. Following extensive research, the introduction of Spark by Hilton fills an open space in the industry by creating a new premium economy lodging option to meet the needs of a new kind of guest seeking value, quality and consistency. The first Spark hotels are expected to begin opening sometime in the third or fourth quarter of this year, locations still to be determined.

“Hilton has pioneered the hospitality industry as we know it today, and we continue to grow our portfolio as our guests’ and owners’ needs evolve,” said Chris Nassetta, president and CEO, Hilton. “The debut of Spark by Hilton builds on that legacy of developing world-class brands as we work to serve any guest, for any trip occasion, anywhere in the world.”

Spark by Hilton – Public Space & Check-In

Spark by Hilton provides a simple, reliable and comfortable stay for every guest, all at an accessible price. It builds on Hilton’s continued focus on evaluating the market to develop new brands meeting the evolving needs of guests. To that end, Hilton has more than doubled its brand portfolio in the past 15 years, creating a diverse, yet complementary range of brands across categories. Spark by Hilton targets: 

Thoughtful Simplicity: Spark by Hilton will offer simple, inspired design with splashes of color and cheer that bring the outdoors in. Each hotel will provide a welcoming sense of arrival with colorful exterior statement walls and energizing artwork. The public space will feature multi-functional seating from communal tables to rocking chairs, offering plenty of options for guests to enjoy breakfast, socialize or work throughout the day. Guest rooms will be comfortable and relaxing so travelers can unwind and recharge for whatever comes next. Focusing on practical amenities, the simple, streamlined furniture will include an open closet, in-room refrigerator, multi-purpose work surface and bright bathroom.

Reliable Service: Guests will be empowered with the tools needed to make the most of their stay, such as 24-hour digital check-in and Digital Key, complemented by welcoming and well-trained staff.

Unexpected Touches: Spark by Hilton will help add value to the guest experience by offering a simple, complimentary breakfast, featuring premium coffee, juice and a signature bagel bar with spreads, so guests can fuel up before hitting the road. The brand will also offer a 24-hour retail market for on-the-go travelers.

Consistent Quality: To ensure the goal of a consistent, quality guest experience, each hotel will be required to complete a full renovation, encompassing all guest-facing areas of the hotel, prior to joining Spark by Hilton and the Hilton family.

“In looking at the economy category, we saw a segment that has grown dramatically but lacks consistency, providing us an opportunity to deliver on the needs of this underserved segment of travelers,” said Matt Schuyler, chief brand officer, Hilton. “True to its name, Spark by Hilton signifies the start of something great – a moment of ignition as we add energy and momentum into the category and deliver the most reliable and friendly stays. This breakthrough premium economy brand will deliver the essentials done exceptionally well for every guest, every time along with friendly service – ensuring all travelers can enjoy a great hotel experience where they feel truly cared for.”

Naturally, Spark by Hilton guests will enjoy the benefits of Hilton Honors, Hilton’s guest loyalty program for the company’s portfolio of more than 7,000 hotels worldwide.