Hilton Unveils Spark, a New Affordable Hotel Brand

Hilton is welcoming a new brand known as “Spark,” and the global chain hopes to fill a gap in its already expansive portfolio.

The Spark brand will focus on signature elements of “thoughtful simplicity, reliable service, unexpected touches, and consistent quality” — all for an affordable price.

“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,” said Chris Nassetta, President and CEO at Hilton. “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.”

Here’s what you can expect from a stay at a Spark by Hilton.

Spark by Hilton Hotels Coming Soon

Embracing its name, Spark by Hilton is set to stand out from the crowd with rooms offering a simplistic design featuring splashes of color and multi-purpose work surfaces. The hotels will also offer complimentary breakfast with premium coffee, juices, and a selection of bagels.

“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,” said Matt Schuyler, Chief Brand Officer at Hilton.

Hot Tip: Guests will be able to earn and redeem Hilton Honors points at Spark hotels. To find out more about the Hilton Honors program, check out our full guide. 

Hilton’s trying to separate its new Spark brand from others that exist in the segment by defining the brand’s “signature elements” such as comfortable and relaxing guest rooms, warm and inviting hotel team members, complimentary breakfast, and consistency when it comes to the guest experience. However, in practice, these are all things a guest would expect from stays with any major chain — not just Hilton.

The launch of this new brand will see the conversion of some existing Hilton properties into Spark by Hilton hotels, which Hilton says will provide even more value for hotel owners and operators.

More than 100 deals are in the works, and the first U.S. properties are set to open before the end of 2023.

Final Thoughts

Hilton will soon be opening Spark by Hilton Hotels — and it claims its 19th brand will provide a breakthrough hotel experience for its guests.

While there are certainly some notable amenities to suit the modern, on-the-go traveler, we’ll have to wait until the first property opens before we can confirm whether a stay at a Spark hotel is truly an experience above the rest in its class.