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New Hilton Brand Coming In 2019 - Signia Hilton

New Hilton Brand Coming In 2019 - Signia Hilton

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Old Dec 4, 18, 3:48 pm
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New Hilton Brand Coming In 2019 - Signia Hilton

Hilton had eluded to a "Hilton Plus" brand for a while now. And it looks like the first information about that brand has been leaked.

A planned convention hotel at the Georgia World Congress Center in Atlanta will be flagged as a “Signia Hilton,” what Hilton calls its “premiere meetings and events brand.” Hilton in February plans an international event in New York City to reveal the new brand.
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Old Dec 5, 18, 2:19 am
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You know what guys, I was only thinking to myself just now..... " what we need is another Hilton brand to add to the ones we already have " ����
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Old Dec 5, 18, 5:29 am
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Another one?
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Old Dec 6, 18, 12:57 am
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I am with Wizla
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Old Dec 6, 18, 10:28 am
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"Premiere meetings and events brand" sounds a lot like how Marriott uses Marriott Marquis for certain large convention/meeting properties
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Old Dec 6, 18, 1:19 pm
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The answer to every business challenge is not yet another subbrand.
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Old Dec 6, 18, 2:12 pm
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Sounds like an event brand rather than a hotel brand.
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Old Dec 6, 18, 2:44 pm
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Hilton is obviously unhappy that the new combined Marriott/SPG has more brands, so this is the response. But it makes my head hurt, so I wish it would just stop.
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Old Dec 6, 18, 3:39 pm
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Originally Posted by dw View Post
"Premiere meetings and events brand" sounds a lot like how Marriott uses Marriott Marquis for certain large convention/meeting properties
This language jumped out at me as well, as MR has exceptions to its elite benefits for “convention hotels”, of which it publishes a list. Seems like this would be a good opportunity for Hilton to carve out a bunch of properties from playing by the rules if it wanted to.
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Old Dec 6, 18, 7:52 pm
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I grossly objected to the name, the concept and the addition of yet another brand in the “I can make it better” online focus group...I see my opinions didn’t matter much.

I questioned the name...As I really don’t know how it’s spoken...

“Sig-NEE-ya” Or “SINE-ee-ah”? Serious question...
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Old Dec 7, 18, 12:50 am
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Originally Posted by MBS MillionMiler View Post

I questioned the name...As I really don’t know how it’s spoken...

“Sig-NEE-ya” Or “SINE-ee-ah”? Serious question...
I‘d say the former. But not sure really.
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Old Dec 7, 18, 4:31 am
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Originally Posted by arlflyer View Post
This language jumped out at me as well, as MR has exceptions to its elite benefits for “convention hotels”, of which it publishes a list. Seems like this would be a good opportunity for Hilton to carve out a bunch of properties from playing by the rules if it wanted to.
I think most people on FlyerTalk view hotels using the frequent guest program lens. But, as someone who worked in the industry for years, that's not really how hotel companies operate. Frequent guest programs are way down the list of priorities when it comes to branding.

Based on the limited information online (that's not behind a paywall), this brand was created to capture the meetings and events market. The first hotel will be adjacent to the Georgia World Congress Center in Atlanta. Time will tell whether future "Signias" will only crop up next to existing large convention centers or whether they will be stand-alone properties with tons of meeting space.

Certainly, Hilton will do what it wants in terms of how this brand adheres to Hilton Honors requirements. But, I don't think this will be a situation where existing outliers get shuffled into the brand just because they don't hand out Honors benefits as required. I predict that only existing hotels near convention centers or with large meeting facilities will reflag. That's my two cents.
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Old Dec 7, 18, 7:22 am
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Originally Posted by writerguyfl View Post
I think most people on FlyerTalk view hotels using the frequent guest program lens. But, as someone who worked in the industry for years, that's not really how hotel companies operate.
Right, but this is flyertalk, not "hotelcompanyexecutivetalk", so I posted regarding potential impacts on frequent travelers, using a strong industry comp for benchmarking.
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