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Hilton boosts its brand stable with Spark, a new value-driven label


The latest addition to Hilton’s stable is a premium economy marque designed to suit both lifestyle and budget.

Rooms at Spark by Hilton will be functional yet simple.

Travellers will soon see a new hotel brand from the Hilton gradually spreading its wings across North America and other markets, with the company unveiling its new premium economy label – Spark by Hilton.

Hilton says there are already more than 100 locations where the new value-conscious chain may pop up in the coming months, with numerous properties already in various stages of development and renovation to align with the brand’s standards.

Designed as a simple, reliable and comfortable stay for every guest, Spark aims to suit every budget while overdelivering on quality with lots of homely and unexpected touches.

Drawing on pops of colour in hotel lobbies, hotels will be designed to bring the outdoors inside through energising wall artworks.

Guests will have access to daily continental breakfast in the form of juice, coffee and bagels alongside a 24-hour self-serve mini-market for those on unorthodox schedules. Restaurant seating will range from communal benches to rocking chairs for an added quirk.

Breakfast will consist of self-serve bagels and spreads along with tea, coffee and juice.

Room furnishings will include a simple open closet, in-room refrigerator, cantilevered work desk and a bright bathroom with practical amenities.

“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 travellers,” said Hilton Chief Brand Officer, Matt Schuyler.

“This breakthrough premium economy brand will deliver the essentials done exceptionally well for every guest, every time along with friendly service – ensuring all travellers can enjoy a great hotel experience where they feel truly cared for.”

Spark by Hilton properties will also be highly tech-focused, with digital check-in and digital key activated for time-poor guests through the Hilton Honors app.

 


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Written by: Matt Lennon
Published: 13 January 2023

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