Hilton just announced its 19th brand: Spark by Hilton.

Spark is a new brand that will play in the premium economy space, which means it will play against Marriott's recently-acquired CityExpress, Ibis by Accor, and Days Inn and Howard Johnson by Wyndham. Far from aspirational, but if they nail the consistency, I think it could be a convenient addition for a large chunk of travelers that plow the highways and aren't necessarily going after the Conrads and Waldorf Astorias of the world.

khabah

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