April 23, 2024

Hilton unveils dedicated M&E brand

The Hilton group has launched a new hotel brand dedicated to meetings and events.

Signia Hilton properties – Hilton’s 17th brand – will have a minimum of 500 guestrooms and at least 75ft2 of meetings and event space per room.

Located in major urban and resort destinations, the brand is expected to debut in 2020 with the Signia Hilton Orlando Bonnet Creek, followed by the Signia Hilton Atlanta and Signia Hilton Indianapolis.

The majority of Signia hotels will be new-build properties and, initially, expansion will be focused on the United States.

“Signia Hilton is the latest example of Hilton’s ability to successfully build brands from scratch, which is key to its organic growth strategy,” says a spokesperson for the Signia Hilton brand.

“Part of that strategy involves capitalising on marketplace opportunities, and while the first opportunities are indentified in the US, Hilton will continue to carefully evaluate and expand in additional urban and resort markets that align strategically for the brand.”

Christopher J. Nassetta, President and CEO of Hilton, adds: “In our 100th year of hospitality, we are more focused than ever on providing exceptional experiences to all of our guests – and that includes evolving those experiences to meet their changing needs.”

Key characteristics of the brand include modern architecture, an ‘unmatched’ lobby experience, destination bars, signature restaurants and premium wellness facilities. ‘Unparalleled’ meetings and event facilities will comprise large ballrooms, pre-function areas and a wide range of meeting rooms and breakout spaces.

“Signia Hilton grew from feedback from top meeting professionals, owners, developers and guests,” said David Marr, Senior Vice President and Global Head, Full Service Brands, Hilton.

“After countless hours of collaboration, 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.”