Hilton Launches New Brand Called Spark by Hilton

Hilton on Wednesday made headlines with the release of Spark by Hilton, the company’s 19^th hotel brand, and its first entry into the economy hotel segment.

Hilton says the Spark properties will cater to guests “looking to maximize the value of their travel experience” with simple designs, reliable service, and consistent quality across the portfolio. The brand will target those looking for more affordable properties—the company says they will be offered “at an accessible price”—from Hilton.

“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,” Hilton CEO and president Chris Nassetta said in the announcement.

Hilton said that, as the premium segment has grown dramatically, it saw an opportunity to enter the market with a brand that provides the kind of consistency that has been lacking. The launch gets Hilton into the same category as Accor (the ibis brand, for example), Marriot (think Four Points by Sheraton and Courtyard properties), and more.

Plans call for Hilton to renovate existing hotels, rebrand them, and add them to the Spark portfolio. Currently, there are more than 100 Spark hotels in the process of joining the brand, with the first ones expected to open later in 2023.

All the properties are expected to offer complimentary breakfast, a 24-hour retail market onsite, and access to digital check-in and Hilton’s Digital Key. The properties will also be incorporated into Hilton Honors, which allows members to access free standard Wi-Fi during their stay.

Here's the full announcement by Hilton: