Hilton Expands Downscale by Debuting Economy Hotel Brand Spark by Hilton
Skift Take
Hilton's history of running brands in the top half of the quality scale makes it an unlikely entrant in the economy segment, where it's hard to spark joy in consumers. But some developers may find the new brand Spark by Hilton commercially promising.
Hilton Worldwide is rolling out its first-ever hotel brand in the economy slice of the market, Spark by Hilton, taking on rivals such as Marriott International, Choice, and InterContinental Hotels Group in this competitive market segment.
The new concept focuses on an easy-to-maintain design for developers providing basic amenities at a rate range of approximately $85 to $100 a night. That pricing range puts it in the "premium economy" segment. It offers less space and amenities than Hilton's midscale lifestyle brand Motto or its urban limited-service brand Hilton Garden Inn.
The Spark b
