Signia Hilton targets meetings and events

 Monday, February 25, 2019 

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Signia Hilton, an upper-upscale hotel brand will be targeting meetings and events. Signia’s ballrooms, restaurants, bars, lobbies and guestrooms are to be designed such that groups of any size can optimize work time and collaboration time and spark their most innovative thinking. The brand will focus on urban and resort markets worldwide. Signia is the 17th brand in Hilton’s portfolio.

 

 

 

Dave Marr, Hilton senior vice president and global head of full-service brands said that Signia was created in response to owners and developers identifying a gap in the meetings and events sector.

 

 

 

 

Conversations with Hilton’s meetings customers and Hilton Honors members revealed that they wanted more flexibility, more daylight. Technology and culinary experience was also important. Signia is positioned above their flagship brand, though not anchored in luxury segment thoroughly. Signia will be positioned a step above Hilton, but just below the Conrad, LXR and Waldorf Astoria flags.

 

 

 

The concept showcases impressive lobby areas, with art or water or light features creating an ‘arrival moment’. The digitally-connected spaces, allows guests and planners to control temperature and other features in their rooms and meeting areas via mobile app.

 

 

 

Each Signia property will have a minimum of 500 guest rooms, with around 75 square feet of meeting and event space per room. Signia features locally influenced destination bar, typically integrating outdoor space, and a chef-driven restaurant, premium wellness platform, comprising spa offerings and fitness classes.

 

 

 

 

Chris Nassetta, CEO Hilton said, “The largest hospitality markets in the U.S. and in Europe, in a sense, missed a generation of the construction of big hotels that have meeting space. With the Great Recession, the economics haven’t supported the construction of these types of hotels. So when meeting planners say to us that they want something new and different, part of that is because they’re dealing with spaces that are one, two or three generations old.”

 

 

 

 

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