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ORAVEL STAYS LTD., OYO's parent firm, and SoftBank Group recently launched their premium hospitality brand, SUNDAY, in the United Kingdom and United Arab Emirates. Meanwhile, OYO's serviced hotels business saw 250 percent growth in its first year, adding 700 hotels since September 2023, surpassing its target of 200. The international expansion is part of OYO's ongoing efforts to strengthen its premium property portfolio globally, the company said in a statement. "Our data shows growing demand for premium, experience-driven accommodations," said Puneet Yadav, Oravel's UK business head. "This strategic move allows us to tap into the luxury segment while maintaining our commitment to delivering value across all price points."

HILTON IS ONE of the largest hotel companies in the world, known usually as parent company to higher end brands, such as Hilton Garden Inn and Canopy by Hilton. Now, the company is moving into the "premium economy" segment with its new brand, Spark. Spark will include several features meant to appeal to owners, according to Hilton, primarily by providing the company's reservation network, business model and commercial engines. It also includes supply chain management, a cost-effective pricing model and automated customer offerings such as digital check-in and Digital Key. "Spark by Hilton was developed in close collaboration with our developer community, and we are thrilled by the positive feedback and excitement we have received to date," said Alissa Klees, brand leader, Spark by Hilton. "In fact, we already have more than 100 deals in various stages of development across the U.S., with the first properties anticipated to open this year." Each hotel will feature colorful exterior walls and artwork. The public space will feature multi-functional seating, such as communal tables and rocking chairs, for guests to eat breakfast, socialize or work throughout the day. Guest rooms will have practical amenities, including an open closet, in-room refrigerator, multi-purpose work surface and bathroom. To ensure a consistent, quality guest experience, each hotel will be required to complete a full renovation, encompassing all guest-facing areas of the hotel, prior to joining Spark by Hilton. The new brand will fill a certain niche, said Matt Schuyler, Hilton's chief brand officer.

Signature Inn San Jose and Simply Suites Houston are now open in San Jose, California, and Houston, respectively. The 47-room San Jose hotel is owned by Anil Patel and the 85-room Houston property is owned by Sachin Patel. "We are proud to announce the opening of Signature Inn San Jose," said Anil Patel. "This recently renovated hotel offers a unique, retro-modern choice for travelers seeking an exceptional experience. We are eager to provide travelers in the San Jose area with excellent service and a comfortable space to serve as a home base throughout their stay, similar to what we do for guests at Signature Inn San Francisco." With Signature Inn San Jose's opening, Sonesta now operates 13 upper-economy Signature Inn locations across the U.S., including San Francisco, San Diego and Houston, Sonesta said in a statement.