The unimpeded growth in the global MICE (Meetings, Incentives, Conventions, Exhibitions) industry has given rise within global hotel giant Hilton to Signia Hilton – a new brand squarely focused on catering to this market segment.
The new brand will debut via new properties in the US cities of Orlando Bonnet Creek, Atlanta and Indianapolis and is expected to continue to grow across North America and eventually, globally via investors hungry to cater to the MICE market.
Key to each Signia Hilton is the large number of rooms in each property. A minimum of 500 keys per hotel will be required along with at least 3,500 square metres in flexible event space across the property – equating to nearly seven square metres of space for every room. Hotels will be highly equipped with technology suited to business travel, including digital key access, a multi-functional lobby and social space, signature restaurant and destination bar with links back to its home city in the form of curated food and beverages.
Wellness facilities will be designed for the time-poor, stressed individual, with offerings including infinity pools, fitness classes and equipped gym aimed at helping meeting delegates perform at their best.
The meeting experience will be where Signia intends to stand out. Spaces will be varied in both size and application, ranging from large ballrooms and poolside marquees amid landscaped gardens all the way down to small meeting rooms and breakout zones. Each space will be fitted with technology to foster collaboration and efficiency.
Hilton SVP and Full Service Brands chief, David Marr, said the new Signia brand was born from feedback from meetings professionals, owners, developers and business travellers themselves.
“After countless hours of collaboration, together, we created Signia Hilton, a brand that will resonate with travellers, ‘wow’ meeting professionals and set a new, elevated standard for the meetings and events industry.”
Hilton President and CEO, Christopher J Nassetta, added the new brand “exemplifies our innovative spirit” and raises the bar on customer-inspired hospitality.