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01/12/2023

Hilton Unveils New Brand, Spark by Hilton, a Value Driven Offering That Proudly Delivers Reliable Essentials and Friendly Service

Hilton’s portfolio extends into the premium economy category with more than 100 deals already in various stages of development

MCLEAN, Va. – Hilton (NYSE: HLT) today announced the launch of 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 even more guests and owners seeking value, quality and consistency.  

Spark by Hilton provides a simple, reliable and comfortable stay for every guest, ​​all at an accessible price. For developers, Spark by Hilton leverages an innovative conversion model to offer a compelling investment option for owners. 

“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. 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.” -Chris Nassetta, President and CEO, Hilton

Spark by Hilton builds on Hilton’s continued work evaluating the market to develop new brands to meet the evolving needs of guests and owners and provide a hotel for every traveler for every stay. Over the last 15 years, Hilton has more than doubled its brand portfolio and number of rooms around the world organically, creating a diverse, yet complementary range of brands across categories.

​​​Value and Consistency for Guests 

Serving guests looking to maximize the value of their travel experience, Spark by Hilton will deliver reliable, friendly essentials with unexpected touches. Signature elements of Spark by Hilton will include: ​​​​ 

Guest Room - Adjustable Work Station

Signature Bagel Bar

“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.” 

Value for Owners 

Hilton is creating greater value for owners and operators with the launch of Spark by Hilton. This cost-effective conversion brand provides a unique opportunity for existing properties by reimagining the economy segment and focusing on areas that drive the guest experience while also providing a consistent look and feel across each hotel. 

Owners also will benefit from Hilton’s powerful network effect, resilient business model, and high-performing commercial engines, including supply chain management, a cost-effective pricing model and automated customer offerings such as digital check-in and Digital Key. 

Exterior Rendering

“Spark by Hilton was developed in close collaboration with our developer community, and we are thrilled by the positive feedback and excitement we have received to date,” said Alissa Klees, brand leader, Spark by Hilton. “In fact, we already have more than 100 deals in various stages of development across the U.S., with the first properties anticipated to open this year.”  

Spark by Hilton guests will enjoy the benefits of Hilton Honors, Hilton’s award-winning guest loyalty program for the company’s portfolio of more than 7,000 hotels worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of points and money to book a stay, exclusive member discounts, free standard Wi-Fi and the Hilton Honors mobile app. 

For more information on Spark by Hilton, including photos and video, visit  stories.hilton.com/spark.

 

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