Hilton is introducing the Signia brand focused on meetings

February 25, 2019

Four months after launching the hostel brand Motto, Hilton introduces another brand - Signia Hilton. This seventeenth Hilton brand will focus on high-end meetings and events, positioning itself between the luxury brand Conrad and the flagship Hilton properties.

During the inaugural ceremony in New York, Hilton President and CEO Christopher Nassetta noted that the announcement comes nearly 100 days before the company's centennial celebration and emphasized that Hilton is not resting on its laurels. "Signia Hilton is a spectacular example of this drive for innovation. We believe there is a gap at the high end of the meetings and events space. We spent a lot of time with many people, talking to our customers about what they wanted and with meeting planners who do so much work in this space, about what they wanted."

The Hilton team spent several years speaking with hotel owners and developers focusing on meetings to gain brand support. "They told us very loudly and clearly that Hilton had an opportunity to create a brand that was above their flagship brand, but not quite in the luxury space," said David Marr, SVP/global head of full-service brands at Hilton. Hence, they focused on three key details regarding the new brand. "First, it was modern design," Marr said. "They're used to hotels that are 20 years old, maybe 30 years old, and now they're known as big boxes. They wanted more flexibility, a lot more daylight, modern architecture, impressive space."

Technology was also important, Marr said, but not "gimmicky" technology that costs a fortune and then disappears within a year. "They wanted the kind of technology that would help them run meetings much more effectively and make it much more attendee-friendly."

Thirdly, planners and Hilton Honors members requested better culinary experiences - not just in banquet and catering halls, but also in grab-and-go restaurants and bars, Marr said.

And then there was the name. The invented word Signia, as Marr said, is meant to evoke insignias - "meaning power, status, authority," but also signifies "signature" - he added. "The best of what we have to offer."

To capture exclusive business travelers, the team focused on six brand style pillars. The arrival experience will have "modern architecture [and] curated landscaping," while the doubled lobby space will become the community center. Rooms will feature "innovative technology." The bar will reflect each location; signature restaurants will be "chef-driven" for locals and guests; wellness experiences will include pools, spas, and fitness classes; and meeting spaces will encompass large ballrooms and pre-function areas with next-generation technology. Moreover, smaller event spaces will have few localized elements to help hotels compete with independent event venues in each hotel's city. "We're creating story places for them," Marr said.

Focusing on urban and resort destinations, each Signia Hilton will offer at least 500 rooms and 11,200 square meters of conference space.

Three agreements have already been signed for this brand: the 1,099-room Signia Hilton Orlando Bonnet Creek will be a conversion of an existing Hilton hotel in Bonnet Creek. Signia Hilton Atlanta and Signia Hilton Indianapolis will be new builds, with approximately 900 and 815 guest rooms, respectively.

"Looking ahead, the team sees international potential for Signia Hilton, especially in Asian countries looking to host large events in exclusive locations," said Danny Hughes, executive vice president/president, Americas, who will oversee brand development.

Source: Hilton

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Hilton is introducing the Signia brand focused on meetings

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