Skift Take
In other words, think of the Signia Hilton as Hilton's take on Crowne Plaza, Marriott Marquis, Sheraton Grand, and Dolce Hotels.
Hotel companies are fond of filling white spaces when it comes to brands, and Hilton is no exception.
As far back as December 2016, the company told investors how it had identified five new brand opportunities and since then, Hilton has made good on its promise to roll them out: First was an upscale soft brand collection (Tapestry by Hilton), followed by a luxury soft brand collection (LXR), and an urban microtel brand (Motto by Hilton).
Today, the latest of those white spaces — geared to be what Hilton originally referred to as a "Hilton plus" brand — is being filled by the new Signia Hilton.
"Signia Hilton will address the white space needs for premium meeting and event offerings among today's meeting professionals and business travelers," Dave Marr, Hilton senior vice president and global head of full-service brands.
According to Marr, Signia Hilton isn't quite luxury, but would qualify as an upper upscale full-service hotel brand dedicated to meetings and events whether through its tech offerings, design, public spaces, meeting rooms, and restaurants.
[caption id="attachment_327557" align="aligncenter" width="600"] A rendering of a common area for the new Signia Hilton brand. Source: Hilton[/caption]
The Evolution of Signia Hilton
The idea for Signia Hilton "started a couple of years ago," when Hilton was speaking to its owners and developers who wanted a brand that sat "between the luxury space and Hilton's signature brand."
"They couldn't afford the fit and finish of a luxury hotel, but they still wanted to have a product that stands out and delivers a good premium for the hotel owner," Marr explained.
That request led to Hilton reaching out to meeting planners who, in turn, told Hilton that if the company wanted to build a meetings-friendly brand from the ground up, it would have to focus on design, technolo
