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Hilton Unveils New Brand, Spark by Hilton, a Value‑Driven Offering That Proudly Delivers Reliable Essentials and Friendly Service

1 king bed in hotel guestroom with closet, tv and fridge at Spark by Hilton a new hotel brand
Hilton’s portfolio extends into the premium economy category with more than 100 deals already in various stages of development

MCLEAN, Va. – Hilton (NYSE: HLT) today announced the launch of Spark by Hilton, the newest addition to its portfolio of world-class brands. Following extensive research, the introduction of Spark by Hilton fills an open space in the industry by creating a new premium economy lodging option to meet the needs of even more guests and owners seeking value, quality and consistency.  

Spark by Hilton - Logo - Color (Green and Purple)
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Spark by Hilton provides a simple, reliable and comfortable stay for every guest, ​​all at an accessible price. For developers, Spark by Hilton leverages an innovative conversion model to offer a compelling investment option for owners. 

“Hilton has pioneered the hospitality industry as we know it today, and we continue to grow our portfolio as our guests’ and owners’ needs evolve. The debut of Spark by Hilton builds on that legacy of developing world-class brands as we work to serve any guest, for any trip occasion, anywhere in the world.”

Christopher J. Nassetta headshot

Chris Nassetta

President and CEO, Hilton

Spark by Hilton builds on Hilton’s continued work evaluating the market to develop new brands to meet the evolving needs of guests and owners and provide a hotel for every traveler for every stay. Over the last 15 years, Hilton has more than doubled its brand portfolio and number of rooms around the world organically, creating a diverse, yet complementary range of brands across categories.

​​​Value and Consistency for Guests 

Serving guests looking to maximize the value of their travel experience, Spark by Hilton will deliver reliable, friendly essentials with unexpected touches. Signature elements of Spark by Hilton will include: ​​​​ 

  • Thoughtful Simplicity: Spark by Hilton will offer simple, inspired design with splashes of color and cheer that bring the outdoors in. Each hotel will provide a welcoming sense of arrival with colorful exterior statement walls and energizing artwork. The public space 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. Guest rooms will be comfortable and relaxing so travelers can unwind and recharge for whatever comes next. Focusing on practical amenities, the simple, streamlined furniture will include an open closet, in-room refrigerator, multi-purpose work surface and bright bathroom. 
  • Reliable Service: As part of the Hilton family of brands, ​guests will feel welcome and confident in their stay from the moment they walk through the door. Warm and inviting hotel team members with attention to detail will provide happy and helpful service. And, guests will be empowered with the tools needed to make the most of their stay, such as 24-hour digital check-in and Digital Key.  ​  
  • Unexpected Touches: Spark by Hilton will help add value to the guest experience by offering a simple, complimentary breakfast, featuring premium coffee, juice and a signature bagel bar with spreads, so guests can fuel up before hitting the road. The brand will also offer a 24-hour retail market for on-the-go travelers.  
  • Consistent Quality: To ensure the goal of 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 and the Hilton family. 

“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,” said Matt Schuyler, chief brand officer, Hilton. “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.” 

Value for Owners 

Hilton is creating greater value for owners and operators with the launch of Spark by Hilton. This cost-effective conversion brand provides a unique opportunity for existing properties by reimagining the economy segment and focusing on areas that drive the guest experience while also providing a consistent look and feel across each hotel. 

Owners also will benefit from Hilton’s powerful network effect, resilient business model, and high-performing commercial engines, including supply chain management, a cost-effective pricing model and automated customer offerings such as digital check-in and Digital Key. 

Exterior Rendering

“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.”  

Spark by Hilton guests will enjoy the benefits of Hilton Honors, Hilton’s award-winning guest loyalty program for the company’s portfolio of more than 7,000 hotels worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of points and money to book a stay, exclusive member discounts, free standard Wi-Fi and the Hilton Honors mobile app. 

For more information on Spark by Hilton, including photos and video, visit

Media Contact

Kristen SavoySenior Manager, Global Brand Communications,

Sydney, Australia – Hilton and charity organisation, Minus18, have announced a nationwide partnership that aims to give​ more LGBTQIA+ young people in Australia​ the right to free, inclusive and empowering school formals - launched today by queer icon and advocate, actor, model and DJ, Ruby Rose ​during Sydney’s WorldPride.

Hilton’s ​support will see an expanded footprint for Minus18’s Queer Formals program, enabling it to roll out in new cities and regional areas nationally from 2024, with the hope of providing LGBTQIA+ ​youth nationwide the opportunity to experience their school formal as their authentic selves. 

Ruby Rose has come on board as an ambassador to champion the partnership to raise awareness of the discrimination and exclusion LGBTQIA+ teens experience at school formals - from how they dress to who they bring as a date.

“As a queer person who came out at a very young age, I cannot overstate the importance of this cause. I am so overjoyed to be part of the partnership with Hilton and Minus18 to drive awareness around the need to provide more inclusive spaces for LGBTQIA+ teens. I remember, as a teen, finding an ad for the Minus18 events in a free newspaper. I don’t think I missed an event after that. At the time it was one of the only communities I truly felt free to be myself,” said Ruby Rose.

"The steps Hilton and Minus18 are taking will be life-changing for thousands of kids and young adults. We must never underestimate the impact inclusion and acceptance has on both young people in their formative years."

Ruby Rose

“The steps Hilton and Minus18 are taking will be life-changing for thousands of kids and young adults. We must never underestimate the impact inclusion and acceptance has on both young people in their formative years. Attending a school formal as your true self is a rite of passage that every teen deserves. Queer high schoolers too often don’t have the right support network when navigating who they are. It’s time to change this,” she said.

As part of its support, Hilton has also announced its Rainbow Formal gala event, to be held this Wednesday, 1 March​ 2023​ at ​Hilton ​Sydney ​on ​George Street, headlined by singer Delta Goodrem. The event will support Minus18 to raise vital funds and awareness for its future events, educational programs and broader mission to create inclusive environments for young LGBTQIA+ Australians. 

“​Hilton’s inclusive culture keeps diversity at the centre of everything we do, and we are committed to creating a positive impact on the communities we operate in and providing a welcoming stay for all who come through our doors. ​As a global hospitality company, we ​are delighted to have this opportunity​ to support ​Minus18 in their efforts to change the lives of even more LGBTQIA+ teens in Australia​,” said Paul Hutton, area vice president and head of Australasia, Hilton. “Everyone deserves to attend their school formal with pride. We look forward to seeing what we can achieve together with Minus18, and the backing of Ruby Rose.”  

​​Since 2010, ​Minus18 ​has been ​supporting more than 5,000 young Australians every year through life-affirming events, with thousands more accessing digital resources, and peer education created by the LGBTQIA+ community.

“With ​Hilton and ​Ruby Rose behind us, our programs will have considerably more scale and reach, helping thousands more young people gain access to inclusive spaces - like our Queer Formals,” said Micah Scott, chief executive officer, Minus18. “With ​two​ in ​three​ LGBTQIA+ youth​s​ in Australia still today experiencing abuse for who they are, creating inclusive spaces has never been more important." ​

​As part of the company’s commitment to advance ​diversity and ​inclusion efforts, Hilton will roll out gender and sexuality training with Minus18 for all team members across its network of 23 properties in Australia ​and​ New Zealand. This aims to make every Hilton ​property in the region ​a​n​ ​LGBTQIA+ ​inclusive ​space ​and complements existing global Diversity & Inclusion training required for all Hilton team members, including training on Unconscious Bias.

Minus18 Workplace Education
Minus18 Workplace Education

The company’s ​more than ​400,000 team members globally are encouraged to bring their full, authentic selves to work. WorldPride celebrations in Sydney will be led by Hilton’s dedicated team. Events include hotel celebrations, team education sessions, as well as representation at Mardi Gras Fair Day and the Pride Village celebrations near Oxford Street.

Hilton​, Ruby Rose​ and Minus18 are calling on the Australian public to support LGBTQIA+ teens’ right to inclusive spaces, including Queer Formals, by donating to Minus18. For more information, visit

Media Contacts

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

About Minus18

Minus18 is Australia’s charity improving the lives of LGBTQIA+ youth via life-affirming events, leadership programs, and education for the whole community. Through a preventative model of mental health support, Minus18 tackles social isolation by creating fun-filled spaces where LGBTQIA+ young people belong and are celebrated. Youth are at the forefront of the charity’s events – and through this it equips LGBTQIA+ young people with the skills they need to be the leaders of tomorrow. For schools and workplaces all across Australia, Minus18 provides LGBTQIA+ inclusion training and free digital resources to create a world where LGBTQIA+ young people are safe and belong.