Hilton has unveiled its very first economy brand – Spark by Hilton –
to close a gap both in the global economy hospitality brand and its
extensive portfolio that previously offered properties from lifestyle to
According to Bill Duncan, Hilton's global category head for focused
service and all suites, Spark offers "an accessible price point" just
below Tru by Hilton, its midscale brand.
"We saw this glaring hole within that kind of 'premium economy'
space," said Duncan. "And we felt we could bring the hallmarks that we
think are very important within Hilton – which is that friendly,
reliable and consistent, quality experience – and that we feel is
missing in the segment."
Guests staying in Spark by Hilton properties are promised consistency
across the board which includes a welcoming experience with public
spaces offering multi-functional seating to either work or socialise,
comfortable rooms with practical amenities like an open closet, minibar,
multipurpose work surface and a bright bathroom.
Unlike many other economy hospitality brands, Spark by Hilton will
throw in complimentary breakfast for guests featuring coffee, juices and
a signature bagel bar with spreads.
Alissa Klees, brand leader, Spark by Hilton revealed that the first
few properties are expected to open this year, starting in the US. As of
date, Hilton has received more than 100 deals that “are in various
stages of development”.