Tourexpi
Leading
global hospitality company Hilton (NYSE: HLT) today announced the signing of a
strategic licensing agreement (SLA) with Olive by Embassy to open 150 Spark
by Hilton hotels across India, marking the brand’s debut in Asia
Pacific. The agreement comes as a result of Hilton’s long-standing partnership
with The Embassy Group, owners of Hilton Bengaluru Embassy Manyata Business
Park and Hilton Garden Inn Bengaluru Embassy Manyata Business Park. This
agreement reinforces Hilton’s ambitious growth in South Asia and brings a new
premium economy brand to the dynamic Indian market. The first Spark by Hilton
hotels will open in Southern India with a focus on Maharashtra, Andhra Pradesh,
Telangana, Goa, Karnataka and Tamil Nadu.
“This
landmark signing with Olive by Embassy underscores Hilton’s bold ambition in
and long-term commitment to South Asia,” said Alan Watts, president, Asia
Pacific at Hilton. “Spark by Hilton will address a gap in the Indian market,
offering affordable stays without compromise, and capturing unmet demand for
value and consistency across major and smaller cities. Not only will this
partnership set the stage for record-breaking growth, but it also positions
Hilton to achieve a commanding presence in one of the world’s largest lodging
markets.”
Launched
in 2023, with 100 hotels at various stages of development, Spark by Hilton is
the fastest launch-to-open brand in Hilton’s history. The conversion-friendly,
premium economy brand is aimed at the aspirational and value-seeking traveler
and is renowned for delivering reliable essentials and friendly service for
every guest at an accessible price point.
Spark
by Hilton hotels in India will be characterized by thoughtful simplicity and
reliable service. The public spaces will feature multi-functional seating from
communal tables to rocking chairs, offering plenty of options for guests to
enjoy breakfast, socialize or work throughout the day. Spark by Hilton will add
value to the guest experience by offering a complimentary breakfast, featuring
local items, so guests can fuel up before hitting the road. The brand will also
offer a 24-hour retail market for on-the-go travelers.
As
travel demand surges and the middle-class segment in India rises, Hilton plans
to scale its focused service brands, such as Spark by Hilton, exemplifying the
company’s dedication to bringing hotel brands that cater to every guest and
every stay occasion. The brand will join Waldorf Astoria and Curio Collection
by Hilton as newly introduced brands into South Asia, expanding the company’s
portfolio in the region to eight distinct brands.
“We
are committed to expanding our presence in South Asia,” said Kevin Jacobs,
chief financial officer & president, Global Development, Hilton. “Rapid
middle-class formation continues to take place across this dynamic region,
where we see tremendous long-term growth prospects for Hilton. Following
international debuts for Spark in the United Kingdom and Canada, there is a
compelling opportunity for the brand’s flexible model, coupled with Hilton’s
powerful network and commercial engine, to capitalize on the fast-growing
premium economy segment in India. Alongside our longtime partner, The Embassy
Group, we look forward to accelerating Hilton’s growth across this key market
and welcoming many new guests into our network.”
Jitu
Virwani, chairman & managing director, Embassy Group, said, “Today’s
agreement marks an important step forward in our partnership with Hilton. Spark
by Hilton is the ideal brand to capitalize on the country’s growing
middle-class, its infrastructure investment push, and its burgeoning
hospitality sector. With Embassy’s deep understanding of the market, and the
local expertise of our franchise partners, we believe that this is the
beginning of an exciting journey to redefine the premium economy segment.”
Hilton’s
recent signings across its luxury, full-service, and focused-service segments
underscore the strength of its brand portfolio as the company expands into
India’s major states and cities. Notable signings include the introduction of
the award-winning Curio Collection in Bengaluru, Jaipur’s first Conrad, and the entry of the Hilton flagship
brand into Udaipur and Lucknow. Waldorf Astoria in Jaipur, anticipated to open by 2027,
further highlights the appeal of Hilton’s luxury offerings and reinforces the
company’s commitment to growth in Tier II and III cities.
Kahraman
Yigit, co-founder & CEO, Olive by Embassy, said, “We are seeing a huge
demand in the country for premium economy accommodation and reliable quality
stay experiences. This gap is currently unmet. With no other product quite like
it in the premium economy segment, Spark by Hilton is a much-needed, consistent
brand that will provide an impetus for the overall market to grow. We believe
that this disruptive offering is the right one for investors, developers, and
owners looking to maximize their returns.”
In
2024 alone, Hilton has made significant strides across South Asia. The company
made its debut in Nepal with the opening of Hilton Kathmandu and expanded its full-service
portfolio with the opening of DoubleTree by Hilton Whitefield. Hilton Gurugram Baani City
Centre, Hilton Garden Inn Surat, and Hilton Garden Inn Jabalpur are also on
track to open by the end of the year.
Hilton’s
accelerated growth in South Asia is fueled by its award-winning workplace
culture, which positions the company as an employer of choice, attracting and
retaining top talent in the industry. Hilton was recently recognized as
the #1 Company to Work For in India by ‘Great Place to Work’ for
the second consecutive year, and remains the only hospitality company in
the market to achieve this prestigious recognition in both 2023 and 2024.
Image
Credit: © Hilton
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