Hilton launches meetings-focused Signia brand | Hotel Management - 0 views
www.hotelmanagement.net/...-meetings-focused-signia-brand
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At a launch event in New York City, Hilton President/CEO Christopher Nassetta noted
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[They wanted] the type of technologies that will help them run their meetings much more efficiently and make it better [and] more customizable for their meeting attendees.”
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While luxury hotels may be popular for some events, all of the details and fixtures that separate an upper-upscale hotel from a five-star property can push the price point out of reach.
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With that input in mind, HIlton decided a new brand was necessary to capture the shifting market.
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The Hilton team talked with owners and developers of meeting-focused hotels for several years to get a handle on the brand.
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an upgraded culinary experience—“not only in the banquet and catering spaces, but in the restaurants and the grab-and-goes and the destination bars,”
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Over the years, the team talked to existing customers, members of its Honors loyalty program and even travelers who aren't part of the program, asking what it would take to get them into the ecosystem.
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The more customers we talked to, the more they say that they think a premium meetings and events product would really be something that would resonate for them.”
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Looking ahead, the team sees international potential for Signia Hilton, particularly in Asian countries that are looking to host large-scale events in upscale spaces
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Most Signia Hilton properties, he added, will probably be new-build, and the team will work with both existing partners and new developers alike as each opportunity comes along.
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At a recent even at NYC, the CEO of Hilton, Christopher Nassetta, announced that the Hilton team is developing meeting focused hotels as a means to get the upper hand on event management. These hotels are being built with events such as conventions and business meetings in mind while constructing a five-star property. Thus, a new brand, Signia, was created as a means to improve upon flexibility in its architecture, as well as more daylight, modern design, and more spacious volume, as well as an upgraded culinary experience, and technologies that help run meetings more efficiently, likely updates in their event management system. This premium quality is something that has been constantly asked by them from customers. In the future they are planning to stretch out internationally.