After 100 years, Hilton’s portfolio already includes an impressive 16 globe-spanning brands — from the grand Waldorf-Astoria to the recently announced microhotel-model Motto — and the company on Friday announced plans to add a 17th.
The idea for the new Hilton brand, Signia, stemmed from conversations with owners, meeting planners, Hilton Honors members, and other frequent travelers. Based on the feedback they received, Hilton saw a way to elevate traditional business hotels through a handful of key elements: thoughtful design, smart technology, flexible and customizable meeting spaces, sleek restaurant and dining options, and enhanced wellness offerings.
Lobbies will incorporate local culture through materials and art installations, while guest rooms will continue that aesthetic thread but place a greater emphasis on connectivity. Guests will not only be able to unlock their rooms and control the temperature with the Hilton app, they’ll also be able to stream content from their personal devices to their TV screen. In a departure from the standard nondescript beige cubes or fussy ballrooms, the highly divisible meeting areas will feature high ceilings and abundant natural light with custom flourishes like rotating digital artwork and touchscreen presentation boards.
Health remains a commitment — most rooms will embody the brand’s Five Feet to Fitness program — but the wellness centers at Signia properties will offer spa treatments and group classes, in addition to the usual equipment and facilities.
The first three cities to see Signia developments will be Orlando (aiming for a 2020 debut), Indianapolis, and Atlanta. Each will encompass at least 500 rooms, with 75 square feet of meeting space per key. And though the launch is domestic, Hilton has set its sights on strategic expansion, both within the U.S. and abroad.