New Hotel Brands: Hilton Signia & IHG All Suite Brand

Both IHG & Hilton plan to launch new hotel brands. Here’s some additional information:

Hilton Signia

Hilton announced last Friday they would be launching a new brand called ‘Signia Hilton’ that will be a meetings and events focused brand. Each Signia hotel with a minimum of 500 guest rooms and 75 square feet per key of flexible meetings and events space.”.

IHG All Suite

We don’t have an actual name for this new brand but in IHG’s results they announced that a new brand launch:

  • New brand launch: Building on existing mainstream strength, 2019 planned launch of all-suites upper midscale brand targeted at an $18bn industry segment where strong guest and owner demand has driven a ~70% increase in room supply in the last 4 years.

Hat tip to Economy Class & Beyond

Our Verdict

Personally I find all the different brands confusing rather than useful, I don’t think any regular guest understands what the difference between each brand is but I suspect launching new brands helps chains secure new management contracts and that’s why they keep adding new ones.

 

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7 Comments
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Sam
Sam (@guest_727165)
February 25, 2019 20:57

I think part of your Hilton Signia comment is missing–it should be “With a minimum of 500 guest rooms and 75 square feet per key of flexible meetings and events space.”

John
John (@guest_727136)
February 25, 2019 19:51

They have Marriott envy. 30 different brands and counting; I doubt even the executive management could remember them all at this point.

quasimodo
quasimodo (@guest_727273)
February 25, 2019 23:28

just a holding company…with loose affiliation… like a Korean Chaebol branding itself on everything.

sdsearch
sdsearch (@guest_727119)
February 25, 2019 19:29

It’s not clear from their description whether the IHG Suites will be more like Hilton’s Embassy Suites or more like Marriott’s SpringHill Suites. The latter MIGHT be closer to the “upper midscale” all-suites category which they mention. (It won’t be residential-style like Homewood Suites at Hilton or Residence Inn at Marriott because IHG already has that in StayBridge Suites.)

P
P (@guest_727082)
February 25, 2019 18:12

IHG all suite. I think I’ll stick with Hilton’s embassy suites option.

gary
gary (@guest_727033)
February 25, 2019 17:01

probably a reason to make it sound more exclusive and charge more for the name