New Hilton Brand Adds Upgrades to the Economy Sector | Travel Research Online


New Hilton Brand Adds Upgrades to the Economy Sector

Spark by Hilton Exterior
© 2023 Hilton

Bring on the bagels! There’s one more brand in the hotel sector this month, as Hilton rolls out its newest brainchild, focused on the premium economy sector—with a free bagel bar breakfast in every property.

“Spark by Hilton signifies the start of something great” as Hilton addresses a need in the economy category, which is “growing dramatically but lacks consistency,” said Matt Schuyler, Hilton’s chief brand officer. The goal is to “deliver the essentials done exceptionally well for every guest, every time, along with friendly service.”

To that end, Spark promises:

  • Thoughtful Simplicity: Simple design with splashes of color and cheer that bring the outdoors in. Public spaces will feature “multi-functional seating from communal tables to rocking chairs,” where guests can eat breakfast, work, and socialize. Rooms will have open closets and in-room refrigerators.
  • Reliable Service: “Happy and helpful service,” including 24-hour digital check-in and digital keys.  ​
  • Unexpected Touches: Complimentary breakfast featuring premium coffee, juice, and a signature bagel bar with spreads.
  • Consistent Quality: To ensure the goal of a consistent, quality guest experience, each hotel will be required to complete a full renovation, encompassing all guest-facing areas of the hotel, prior to joining Spark by Hilton.

Developers seem not to be put off by that last requirement. More than 100 deals are already in various stages of development across the country, and the first properties will open this year.

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