Hilton Hotels has introduced a new premium economy brand to the market this week that aims to deliver value, quality, and consistency for guests.

Spark by Hilton will feature a simple but colourful design, comfortable guestrooms and reliable service at an accessible price point to cater to guests looking to maximise value on their travels.

“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 Hilton President and CEO, Chris Nassetta.

“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.”

Each hotel will feature colourful exterior statement walls and artwork and inviting public spaces.

Guestrooms will include practical amenities, simple furniture, in-room refrigerator, and a multi-purpose workstation.  Guests will also have the convenience of 24-hour digital check-in and digital key.  ​ 

A simple, complimentary breakfast will be available for guests as well as a 24-hour ‘retail market’ for essentials.

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

“True to its name, Spark by Hilton signifies the start of something great – a moment of ignition as we add energy and momentum into the category and deliver the most reliable and friendly stays. 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.”

More than 100 deals are in various stages of development across the US with the first properties expected to open this year. Each hotel will undergo a full renovation to ensure they are consistent with brand standards.

Hilton says it’s a cost-effective conversion brand that provides a unique opportunity for owners with existing properties to reimagine the economy segment.

“Spark by Hilton was developed in close collaboration with our developer community, and we are thrilled by the positive feedback and excitement we have received to date,” said Spark by Hilton Brand Leader, Alissa Klees.

Over the last 15 years, Hilton has more than doubled its brand portfolio and number of rooms around the world.