Spark. Hilton's 19th brand.

[drron]

Hilton has announced a hotel conversion program to enter the premium economy segment. in other words cheap.

What, then, was the spark that ignited Hilton’s entrance into the hyper-competitive economy space, where the likes of Hilton, Marriott and Hyatt have long avoided?


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


Schuyler also told The Points Guy that “the impetus was the notion that the consumer is evolving post-pandemic. People are looking for bargains.”


As is typical with most economy brands, which lean spartan, Hilton states that Spark by Hilton will “meet the needs of guests seeking value, quality and consistency.”

Beyond becoming Hilton’s 19th brand, it puts lodging companies with legacy economy brands, from Wyndham to Red Roof and Motel 6, on notice that Hilton is coming for market share and bringing with it a vast loyalty program.

Expect rates to run sub $100, but, like everything, it will depend on the market. The expectation is that these hotels will not be in downtown, urban markets, but secondary and tertiary markets (think driving down an interstate and seeing Spark by Hilton on a signpost shared by the likes of Days Inn, Microtel, Super 8, Econo Lodge and Cracker Barrel).

Hilton enters economy segment with new brand Spark - HOTELSMag.com

The Americas Lodging Investment Summit, better known as ALIS, in January, is the first hospitality conference of the new year. It’s also typically a time when lodging companies reveal big announcements, like a new brand. It turns out, Hilton couldn’t wait that long. The McLean, Va.-based hotel...

hotelsmag.com

 

[moa999]

And they distinguish it from Garden Inn, Hampton, Homewood by simply being newer?

 

[dajop]

Got to remember, this isn't about loyalty members or hotel guests, this about franchisees and something to offer to attract new franchisees to the chain that other Hilton brands don't appeal to. People will stay at vanilla hotels in vanilla locations, whatever brand they belong to.

 

[drron]

And they distinguish it from Garden Inn, Hampton, Homewood by simply being newer?

But cheaper. It says rates should be sub $US100. Plus most will be in the burbs or smaller towns. Will probably be limited honors points earning and benefits as well.

 

[http_x92]

Home2 and Tru are based off new builds while Spark sounds like renovations of existing 2-3 star properties. Gonna be US based as expected with a main focus on the suburbs. Maybe some conversions of Hamptons as well as some show their age.

 

[SYD]

The concept looks Ibis’ish maybe closer to HIE?

If they can do $100 pn on Manhattan, I’m in!

 

[Daver6]

I'm already so confused by all these lower level sub-brands that HH have. I actually fail to see the logic of having so many different ones.

Post automatically merged: Jan 13, 2023

If they can do $100 pn on Manhattan, I’m in!

Careful what you wish for. Can you imagine what you'd be getting

 

[SYD]

I'm already so confused by all these lower level sub-brands that HH have. I actually fail to see the logic of having so many different ones.

Post automatically merged: Jan 13, 2023

Careful what you wish for. Can you imagine what you'd be getting

A smaller shoebox for $100 instead of the small shoebox for $300!

Now, how many people realise just how small a 12 sqm room really is?

Beware the “Potter Suite”….

 

[mrs.dr.ron]

can you sleep standing up ??