Hilton's big introduction of Spark brand to India

BENGALURU, India — Hilton is growing its footprint in India and introducing its Spark by Hilton brand to Asia Pacific by signing a strategic licensing agreement with Bengaluru, India-based Olive by Embassy to open 150 of the premium economy hotels across India.

The first Spark by Hilton hotels will open in Southern India with a focus on Maharashtra, Andhra Pradesh, Telangana, Goa, Karnataka and Tamil Nadu. Hilton said the agreement happened because of the company’s long-standing partnership with The Embassy Group, the parent company of Olive by Embassy and one of the largest real estate developers in India. Embassy owns the Hilton Bengaluru Embassy Manyata Business Park and Hilton Garden Inn Bengaluru Embassy Manyata Business Park in India.

“This landmark signing with Olive by Embassy underscores Hilton’s bold ambition in and long-term commitment to South Asia,” said Alan Watts, president of Asia Pacific at Hilton. “Spark by Hilton will address a gap in the Indian market… 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.”

Hilton launched the conversion-friendly Spark brand in 2023 and has more than 100 hotels at various stages of development worldwide. The brand started in the U.S. and has now had international debuts in Canada and the U.K.

“Today’s agreement marks an important step forward in our partnership with Hilton,” said Jitu Virwani, chairman and managing director of The Embassy Group. “Spark by Hilton is the ideal brand to capitalize on the country’s growing middle class, its infrastructure investment push, and its burgeoning hospitality sector. With Embassy’s deep understanding of the market and our franchise partners’ local expertise, we believe this is the beginning of an exciting journey to redefine the premium economy segment.”

Hilton said as travel demand surges and the middle-class segment in India rises, it plans to scale its select-service brands.

“We are committed to expanding our presence in South Asia,” said Kevin Jacobs, CFO and president of Global Development at Hilton. “Rapid middle-class formation continues to take place across this dynamic region, where we see tremendous long-term growth prospects for Hilton.”

Hilton has been expanding in India and has had recent signings across its luxury, full-service, and select-service segments with notable signings including the introduction of the Curio Collection in Bengaluru, Jaipur’s first Conrad and the entry of the Hilton flagship brand into Udaipur and Lucknow. The company said the Waldorf Astoria opening in Jaipur, which is scheduled to open by 2027, reinforces its commitment to growth in Tier II and III cities in India.

“We are seeing a huge demand in the country for premium economy accommodation and reliable quality stay experiences,” said Kahraman Yigit, co-founder and CEO at Olive by Embassy. “This gap is currently unmet. With no other product quite like it in the premium economy segment, Spark by Hilton is a much-needed, consistent brand that will provide an impetus for the overall market to grow. We believe that this disruptive offering is the right one for investors, developers, and owners looking to maximize their returns.”