Hilton launches (another) new hotel brand – Spark
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Another day, another new hotel brand is launched by a big chain. Who knows what the practical limit is, given that some of the big groups now have over 30 brands? Accor has 43 brands, and is ‘high 30’s’ even if you strip out sister brands such as ibis Budget and ibis Styles.
Today’s launch is from Hilton, which has launched Spark.
It could well be interesting. Here’s the logo:
Here are the key things you need to know about Spark:
- it is a ‘premium economy’ hotel brand, whatever that means
- it is PURELY a conversion brand – there are no plans for new hotels to be built under the ‘Spark’ brand
- it will offer all guests a simple free breakfast (coffee, juice, bagel)
- all hotels will feature a 24/7 mini market in the lobby
- there are over 100 hotels ‘in development’ although the bulk appear to be in the US at present
Looking at the images, Spark appears to be aimed at the Travelodge end of the market. This is a space dominated by Wyndham and Choice in the US, and where Hilton, Marriott and IHG have tended to steer clear.
Called ‘a compelling investment option for owners’, Spark aims to provide ‘a simple, reliable and comfortable stay’ for every guest at an ‘accessible’ price.
Core brand characteristics will include ‘colourful statement walls’ and ‘energizing artwork’ in public areas and lots of ‘multi-functional seating, including rocking chairs’.
Room features include open wardrobes, a fridge, a ‘bright’ bathroom and a ‘multi-purpose work table’. The image below shows a table swinging out to increase in size:
Interestingly, Hilton claims that Spark will bring ‘consistency’, which is the factor it feels is missing from the economy end of the hotel market at present. This is interesting given that all Spark hotels will be conversions – with little ability to bring consistency to things such as room size – and implies that a substantial level of upgrading will be required.
Of course, if all hotels have to be refurbished before opening, they will be consistent in terms of ‘newness’ – although after a few years there will clearly be gaps opening up between the state of older and newer Spark hotels. There is no sign yet of when the first Spark will open.
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