Hilton is diversifying its offering in India and will be introducing Spark by Hilton, its premium economy brand, to India. The hospitality company has inked a strategic licensing agreement with Olive by Embassy to open 150 Spark by Hilton hotels across India. The agreement also marks the brand’s debut in Asia Pacific.
The agreement is a result of Hilton’s long-term ties with The Embassy Group, owners of Hilton Bengaluru Embassy Manyata Business Park and Hilton Garden Inn Bengaluru Embassy Manyata Business Park.
The agreement is part of Hilton’s growth strategy for South Asia. The first set of Spark by Hilton hotels will open in southern India, particularly in Maharashtra, Andhra Pradesh, Telangana, Goa, Karnataka and Tamil Nadu. Spark by Hilton will address a gap in the Indian market, offering budget accommodation options and capturing unmet demand across major and smaller cities, Hilton said.
“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. “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.”
The hotels will have public spaces with multi-functional seating, with options for guests to enjoy breakfast, socialize or work throughout the day. The hotels will offer complimentary breakfast showcasing local items and a 24-hour retail market.
Spark by Hilton was launched in 2023 and with 100 hotels at various stages of development, the brand is the fastest launch-to-open brand in Hilton’s history. The conversion-friendly brand targets aspirational and value-seeking travelers.
Hilton has been signing properties across its luxury, full-service and focused-service segments and expanding its network across India. Some of the significant 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, slated to open by 2027, further highlights the appeal of Hilton’s luxury offerings.
“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,” said Kahraman Yigit, co-founder and CEO, Olive by Embassy.
With the burgeoning middle class in India driving a robust growth in travel and tourism, the decision to launch the brand in the country is part of Hilton’s plans to scale its focused service brands and cater to every type of traveler. Spark by Hilton will be joining Waldorf Astoria and Curio Collection as the recently launched brands in South Asia. This expands Hilton’s portfolio in the region to eight brands.
“We are committed to expanding our presence in South Asia,” said Kevin Jacobs, chief financial officer and 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 U.K. and Canada, there is a compelling opportunity for the brand’s flexible model, coupled with Hilton’s 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.”
Hilton has made several additions in South Asia this year. The lodging company recently debuted in Nepal with the opening of Hilton Kathmandu and grew 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 scheduled to open by the year-end.
