Spark by Hilton

Spark by Hilton

A lime green four-pointed round star positioned above and to the left of the word "spark" in purple sans serif font, with the tagline "by Hilton" located at the lower right.
Company type	Subsidiary
Industry	Hospitality
Founded	January 2023 (2023-01)
Founder	Hilton Worldwide
Headquarters	McLean, Virginia , United States
Number of locations	207 (2025)
Parent	Hilton Worldwide
Website	sparkbyhilton.com

Spark by Hilton is a hotel brand under the ownership of Hilton Worldwide, officially launched in January 2023 with its inaugural location opening in September of the same year. By 2025, the brand had grown to include 207 franchised hotels comprising a total of 18,447 rooms. Positioned within the premium economy sector, Spark focuses predominantly on converting existing hotels. Hilton is actively pursuing international growth for this brand.

History

In January 2023, Hilton unveiled Spark by Hilton as its nineteenth brand, targeting the premium economy market segment with an emphasis on hotel conversions. The conversion process typically costs between $20,000 and $25,000 per room and involves streamlined design enhancements along with lobby refurbishments. This strategy provides a more affordable solution compared to comprehensive midscale renovations or upgrades required for older properties such as Hilton’s Hampton Inn. Competitors like IHG operate similar conversion-centric brands like Garner. Spark aims to serve secondary and tertiary markets where Hilton’s presence is currently limited.

The first Spark property opened its doors in September 2023—a 120-room former Days Inn located in Mystic, Connecticut—which was converted by owners of nearby Hilton hotels. Initial openings also included former Country Inn and Suites, Hampton Inn properties, and independently operated hotels.

On the international front, Spark made its debut in Canada with a 72-room hotel in Markham, Ontario, followed by expansions into London and Austria by late 2024. In 2024, Hilton granted a licensing agreement to Olive by Embassy for 150 units planned across southern India. In February 2025, Spark entered the Mexican market with ambitions to establish approximately 25 hotels targeting mid-sized and emerging urban areas.