Hilton Teams Up with Olive Hotels for Spark Brand

Hilton and Olive's Spark Collaboration

Hilton announced the brand's debut in the Asia Pacific by signing a strategic license agreement (SLA) with Olive by Embassy to open 150 Spark by Hilton properties in India. Hilton's long-standing relationship with The Embassy Group, the proprietors of Hilton Bengaluru Embassy Manyata Business Park and Hilton Garden Inn Bengaluru Embassy Manyata Business Park, is the reason for the arrangement. This deal introduces a new premium economy brand to the Indian market and supports Hilton's South Asian expansion. Southern India, specifically Maharashtra, Andhra Pradesh, Telangana, Goa, Karnataka, and Tamil Nadu will see the opening of the first Spark by Hilton hotels.

“This landmark signing with Olive by the Embassy underscores Hilton’s bold ambition and long-term commitment to South Asia. Spark by Hilton will address a gap in the Indian market, offering affordable stays without compromise and capturing unmet demand for value and consistency across major and smaller cities. Not only will this partnership set the stage for record-breaking growth, but it also positions Hilton to achieve a commanding presence in one of the world’s largest lodging markets,” said Alan Watts, President of Asia Pacific at Hilton.

Introduced in 2023, Spark by Hilton is the fastest-to-open brand in Hilton's history, with 100 hotels developing. The premium economy brand, which is conversion-friendly, targets the ambitious and cost-conscious traveller. It is renowned for offering every guest affordable, essential, and friendly service.

Spark by Hilton Hotels will be distinguished in India by its considerate simplicity and dependable service. From community tables to rocking chairs, the public areas will include multipurpose seating, providing plenty of options for visitors to work, chat, or have breakfast throughout the day. By providing a complimentary breakfast with the regional fare, Spark by Hilton will enhance the visitor experience and allow travellers to refuel before departing. Additionally, the brand will provide a 24-hour retail market for travellers constantly on the go.

“We are committed to expanding our presence in South Asia. Rapid middle-class formation continues to occur across this dynamic region, where Hilton has tremendous long-term growth prospects. Following international debuts for Spark in the United Kingdom and Canada, there is a compelling opportunity for the brand’s flexible model, coupled with Hilton’s powerful network and commercial engine, to capitalize on India's fast-growing premium economy segment. Alongside our longtime partner, The Embassy Group, we look forward to accelerating Hilton’s growth across this key market and welcoming many new guests into our network,” said Kevin Jacobs, Chief Financial Officer & President of Global Development at Hilton. "

Jitu Virwani, Chairman & Managing Director of Embassy Group, said, “Today’s agreement marks an important step forward in our partnership with Hilton. Spark by Hilton is the ideal brand to capitalise on the country’s growing middle class, infrastructure investment push, and burgeoning hospitality sector. With Embassy’s deep understanding of the market and our franchise partners' local expertise, we believe this is the beginning of an exciting journey to redefine the premium economy segment.”

Kahraman Yigit, Co-founder & CEO of Olive by Embassy, said, “We are seeing a huge demand in the country for premium economy accommodation and reliable quality stay experiences. This gap is currently unmet. With no other product quite like it in the premium economy segment, Spark by Hilton is a much-needed, consistent brand that will provide an impetus for the overall market to grow. We believe this disruptive offering is right for investors, developers, and owners looking to maximise their returns.”