Hilton family expands, comes premium economy brand Spark
By year's end, the first hotel under the Spark sign, the 19th in the Hilton family, will open, but it will not be just for [...]
The first hotel under the Spark sign will open by the end of the year, the 19th in the Hilton family, but it won't be alone for long as the world's second-largest hotel chain has announced that 100 hotels from this family will open in the coming years.
Why Spark was born
In this article:
"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's promise is to provide a simple, reliable and comfortable stay for every guest, all at an affordable price. These hotels, which will be mainly in the U.S. market but may not come to Europe as well, will be located outside large population centers in high traffic areas such as highways, airports and the like.
"Hilton pioneered the hospitality industry as we know it today, and we continue to grow our portfolio as the needs of our guests and owners 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 travel occasion, anywhere in the world." so Chris Nassetta President and CEO, Hilton
Usually It takes three to six months to renovate a hotel to Spark specifications, Hilton said. It is also a brand that could quickly become one of the largest in Hilton's network of more than 7,000 hotels.
Hilton's continued growth
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Spark by Hilton builds on Hilton's ongoing market assessment work 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 past 15 years, Hilton has more than doubled its portfolio of brands organically and the number of rooms worldwide, creating a diverse but complementary range of brands in all categories. In Europe, growth has been even greater; the group's hotels have tripled since the early 2000s.
Unlike what other chains do, such as Marriott and Hyatt, Hilton does not buy hotels or groups to grow but as mentioned in the statement is aiming for organic growth.
What Spark will offer
"Looking at the economy category, we saw a segment that has grown significantly but lacks consistency, giving us an opportunity to meet the needs of this underserved segment of travelers," said Matt Schuyler, chief brand officer, Hilton. "True to its name, Spark by Hilton represents the beginning of something great-a moment of ignition as we add energy and momentum to the category and offer the most reliable and friendly stays. This revolutionary premium economy brand will provide every guest with the essentials done exceptionally well, every time along with friendly service, ensuring all travelers enjoy a fantastic hotel experience where they feel truly cared for."
Hotels under this brand will serve guests seeking to maximize the value of their travel experience, will provide reliable and friendly essentials with unexpected touches. Distinctive elements of Spark by Hilton will include:
- A simple design. Each hotel will offer a welcoming feeling upon arrival with colorful exterior walls and energizing artwork. The public space will feature multifunctional seating from communal tables to rocking chairs, giving guests plenty of options to enjoy breakfast, socialize or work throughout the day. Rooms will be comfortable and soothing so that travelers can relax and recharge for whatever comes next. Focusing on practical amenities, the simple, streamlined decor will include an open closet, in-room refrigerator, multi-use work surface, and bright bathroom.
- A reliable service: As part of the Hilton family of brands, guests will feel welcome and confident in their stay from the moment they walk through the door. The warm and inviting members of the hotel's detail-oriented team will provide happy and helpful service. In addition, guests will have the tools they need to make the most of their stay, such as 24-hour digital check-in and digital key.
- Unexpected touches: Spark by Hilton will help add value to the guest experience by offering a simple, complimentary breakfast, with premium coffee, juices, and a bagel bar with creamy spreads, so guests can fill up before hitting the road. The brand will also offer a 24-hour retail market for travelers on the go.
- Consistent quality: To ensure the goal of a consistent, quality guest experience, each hotel will need to complete a comprehensive renovation, including all guest-facing areas of the hotel, before joining Spark by Hilton and the Hilton family.
Adjustable workstation at Spark by Hilton a new hotel brand at Spark by Hilton a new hotel brand
Guest room - Adjustable workstation
The rooms will have an average cost of 100$, so definitely an attractive price when we consider that it will offer the Hilton brand guarantee and all the benefits provided by the Hilton Honors program.
In conclusion
Personally I am very enthusiastic when it comes to this type of hotel. I love the Moxy and recently I stayed in the first Motto and I was really positively impressed. You can't always travel in the extra-luxury brands and I find it perfect, when I travel for work to point to these hotels designed for new travelers.
Spark will not overlap with the Tru brand, the other premium economy brand in the Hilton portfolio. The difference will be structural, because the Trus are hotels built from the ground up and in even central or iconic areas. Also affecting the price, since the Tru will be more expensive than the Spark, will be greater service and a more refined breakfast.
