New Hilton brand will cater to meetings and events

Hilton has launched Signia Hilton, catering to meetings professionals and business travellers. According to Christopher J. Nassetta, president and CEO, Hilton, the new brand will address a gap in the market for upper end meetings experiences.  About 30% of Hilton’s business comes from groups.

Each Signia property will showcase its meetings and events spaces prominently. Features include large ballrooms and pre-function areas featuring ‘smart design’ paired with the new tech to elevate the meetings experience. To inspire innovative thinking, the small to mid-size meeting rooms will feature unique design and tech could aid in sparking collaboration.

Each hotel will also have modern furnishings where frills are replaced with tech such as the ‘Digital Key’ for convenience. In an interview with Skift, David Marr, senior vice president and global head, Full Service Brands, Hilton, said the “brand’s technology didn’t need to be ‘expensive’, but it had to emphasise efficiency and customisation for attendees’ and might include things such as wireless charging stations, 5G connectivity, digital whiteboards, and even, Internet of Things-powered meeting rooms..”

A signature restaurant, destination bar, a lobby that doubles as a social lounge, and standard wellness facilities will also feature at each property.

“Signia Hilton grew from feedback from top meeting professionals, owners, developers and guests,” said Marr. “After countless hours of collaboration, together, we created Signia Hilton, a brand that will resonate with travellers, ‘wow’ meeting professionals and set a new, elevated standard for the meetings and events industry.”

The brand will be tested in the US market with hotels to launch in Indianapolis, Atlanta, and Orlando.