McLean, Virginia-based Hilton Worldwide has added a new brand to its portfolio that it says fills a traveler void.
Spark by Hilton falls under what Hilton calls premium economy.
“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 under-served segment of travelers,” said Matt Schuyler, Hilton’s chief brand officer.
Spark by Hilton hotels will have public spaces for work, eating and socializing. Each will have a free morning bagel, juice and coffee bar. The hotels will have 24-hour retail markets.
Hilton said it has more than 100 deals for Spark hotels in various stages of development.
Spark by Hilton is Hilton’s 18th hotel brand, which includes everything from Waldorf Astoria to Double Tree and Embassy Suites. Hilton has more than doubled its brand portfolio over the last 15 years.
Hilton now has more than 7,000 hotels with 1.2 million rooms in 123 countries and territories.