Skip to content

Search

Latest Stories

Hilton launches new ‘premium economy’ brand, Spark

Hotels joining will undergo full renovations to ensure consistent guest experience

Hilton launches new ‘premium economy’ brand, Spark

HILTON IS ONE of the largest hotel companies in the world, known usually as parent company to higher end brands, such as Hilton Garden Inn and Canopy by Hilton. Now, the company is moving into the “premium economy” segment with its new brand, Spark.

Spark will include several features meant to appeal to owners, according to Hilton, primarily by providing the company’s reservation network, business model and commercial engines. It also includes supply chain management, a cost-effective pricing model and automated customer offerings such as digital check-in and Digital Key.


“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 Alissa Klees, brand leader, Spark by Hilton. “In fact, we already have more than 100 deals in various stages of development across the U.S., with the first properties anticipated to open this year.”

Each hotel will feature colorful exterior walls and artwork. The public space will feature multi-functional seating, such as communal tables and rocking chairs, for guests to eat breakfast, socialize or work throughout the day. Guest rooms will have practical amenities, including an open closet, in-room refrigerator, multi-purpose work surface and bathroom.

To ensure a consistent, quality guest experience, each hotel will be required to complete a full renovation, encompassing all guest-facing areas of the hotel, prior to joining Spark by Hilton. The new brand will fill a certain niche, said Matt Schuyler, Hilton’s chief brand officer.

“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 travelers,” Schuyler said. “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.”

In October, during its annual conference, Best Western Hotels & Resorts announced its new extended-stay brand, HOME by BWH. Larry Cuculic as president and CEO, said the company wants to take advantage of the trend of extended-stay hotels outperforming the rest of the industry during the pandemic.

More for you

HAMA Fall 2025 survey results

Survey: Hotels expect Q4 RevPAR gain

Summary:

  • More than 70 percent expect a RevPAR increase in Q4, according to HAMA survey.
  • Demand is the top concern, cited by 77.8 percent, up from 65 percent in spring.
  • Only 37 percent expect a U.S. recession in 2025, down from 49 percent earlier in the year.

MORE THAN 70 PERCENT of respondents to a Hospitality Asset Managers Association survey expect a 1 to 3 percent RevPAR increase in the fourth quarter. Demand is the top concern, cited by 77.8 percent of respondents, up from 65 percent in the spring survey.

Keep ReadingShow less
The Boxer Boston hotel sold by Hersha Hotels to Eurostars Hotels for $23.6 million
Photo Credit: The Boxer Boston

Hersha sells ‘Boxer Boston’ to Eurostars

Summary:

  • Hersha Hotels & Resorts sold The Boxer Boston to Eurostars Hotels.
  • The company acquired the property in 2012 for $12.6 million.
  • The property now sold for $23.6 million.

HERSHA HOTELS & RESORTS sold The Boxer Boston, an 80-room hotel in Boston’s West End, to Eurostars Hotels, part of Spain’s Grupo Hotusa. The company, which reportedly acquired the property in 2012 for $12.6 million, received $23.6 million for it.

Keep ReadingShow less
Peachtree Group Inc. 5000 2025

Peachtree receives two recognitions

Summary:

  • Peachtree recognized by Inc. and the Atlanta Business Chronicle.
  • Named to the 2025 Inc. 5000 list for the third year.
  • Chronicle’s Pacesetter Awards recognize metro Atlanta’s fastest-growing companies.

PEACHTREE GROUP ENTERED the 2025 Inc. 5000 list for the third consecutive year. The company also won the Atlanta Business Chronicle Pacesetter Awards as one of the city’s fastest-growing private companies.

Keep ReadingShow less
Olympic Wage ordinance 2028
Photo credit: Unite Here Local 11

Petition fails to stop L.A. hotels wage increase

Summary:

  • Failed petition clears way for Los Angeles “Olympic Wage” to reach $30 by 2028.
  • L.A. Alliance referendum fell 9,000 signatures short.
  • AAHOA calls ruling a setback for hotel owners.

A PETITION FOR a referendum on Los Angeles’s proposed “Olympic Wage” ordinance, requiring a $30 minimum wage for hospitality workers by the 2028 Olympic Games, lacked sufficient signatures, according to the Los Angeles County Registrar. The ordinance will take effect, raising hotel worker wages from the current $22.50 to $25 next year, $27.50 in 2027 and $30 in 2028.

Keep ReadingShow less
TBO acquires Classic Vacations

India's TBO to buy U.S. Classic Vacations for $125M

Summary:

  • India-based TBO will acquire U.S. wholesaler Classic Vacations for up to $125 million.
  • The deal combines TBO’s distribution platform with Classic’s advisor network.
  • Classic will remain independent while integrating TBO’s global inventory and digital tools.

TRAVEL BOUTIQUE ONLINE, an Indian travel distribution platform, will acquire U.S. travel wholesaler Classic Vacations LLC from Phoenix-based The Najafi Cos., entering the North American market. The deal is valued at up to $125 million.

Keep ReadingShow less