Hilton has revealed plans to take its new premium economy brand, Spark, into the Indian market.
Hilton has signed a strategic licensing agreement with local partner Olive by Embassy, to help grow the brand’s presence at scale in the country. The pair have a declared aspiration of opening 150 Spark hotels across India, within the next ten years.
Fast growth
Hilton launched Spark in early 2023, its first step into a new market segment that it described as premium economy. The brand was designed with flexibility at its core, supporting quick conversions and keeping refurbishment costs low for owners. Spark offers a simple, reliable and comfortable stay, at an accessible price.
Hotel facilities are pared down, though the brand will offer guests a simple breakfast at the hotel. There will be a 24 hour shop, plus digital check-in will be available round the clock. Guests also have the opportunity to join the Hilton Honors loyalty programme, earning points from stays that can be redeemed at other hotels, and other brands, in the group.
“Spark by Hilton will address a gap in the Indian market, offering affordable stays without compromise and capturing unmet demand for value and consistency across major and smaller cities,” said Alan Watts, Asia Pacific president 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.”
Spark has already gained considerable traction around the globe. In the USA, Hilton’s home market, the brand launched with more than 100 deals already in negotiation. By the end of 2024, that traction saw more than 120 hotels open, as the brand expanded internationally from its US base.
The growth in the USA has been fast, with more than 100 hotels now open, after the first Spark opened in Mystic, Connecticut in September 2023. The brand has also expanded north into Canada, where the first Spark is now open in Toronto, with further pipeline properties in preparation in Guelph and Oshawa.
In Europe, the first Spark opened in Romford, east of London, with further pipeline signings in Germany, Austria and Poland. The Romford hotel was a conversion of a hotel previously branded as an Ibis hotel, which was then used in a government contract.
Linking with an established Indian business
Olive by Embassy is the co-living and hospitality division of the Embassy Group, a conglomerate that is one of India’s largest property groups. Olive by Embassy has the stated aim of becoming the largest hospitality company in India.
The business already has an ongoing relationship with Hilton, developing projects such as a co-located Hilton and Hilton Garden Inn in Manyata, Bengaluru, and the Hilton Bangalore Embassy GolfLinks. Also in the group’s portfolio is the 230 room Four Seasons luxury hotel in Bengaluru.
