Signing with Olive by Embassy marks the category-disrupting brand’s debut in Asia Pacific and is poised to rapidly accelerate Hilton’s growth in South Asia
Leading global hospitality company Hilton (NYSE: HLT) today announced the signing of a strategic licensing agreement (SLA) with Olive by Embassy to open 150 Spark by Hilton hotels across India, marking the brand’s debut in Asia Pacific. The agreement comes as a result of Hilton’s long-standing partnership with The Embassy Group, owners of Hilton Bengaluru Embassy Manyata Business Park and Hilton Garden Inn Bengaluru Embassy Manyata Business Park. This agreement reinforces Hilton’s ambitious growth in South Asia and brings a new premium economy brand to the dynamic Indian market. The first Spark by Hilton hotels will open in Southern India with a focus on Maharashtra, Andhra Pradesh, Telangana, Goa, Karnataka and Tamil Nadu.
“This landmark signing with Olive by Embassy underscores Hilton’s bold ambition in and long-term commitment to South Asia,” said Alan Watts, president, Asia Pacific at Hilton. “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.”
Launched in 2023, with 100 hotels at various stages of development, Spark by Hilton is the fastest launch-to-open brand in Hilton’s history. The conversion-friendly, premium economy brand is aimed at the aspirational and value-seeking traveler and is renowned for delivering reliable essentials and friendly service for every guest at an accessible price point.
Spark by Hilton hotels in India will be characterized by thoughtful simplicity and reliable service. The public spaces will feature multi-functional seating from communal tables to rocking chairs, offering plenty of options for guests to enjoy breakfast, socialize or work throughout the day. Spark by Hilton will add value to the guest experience by offering a complimentary breakfast, featuring local items, so guests can fuel up before hitting the road. The brand will also offer a 24-hour retail market for on-the-go travelers.
As travel demand surges and the middle-class segment in India rises, Hilton plans to scale its focused service brands, such as Spark by Hilton, exemplifying the company’s dedication to bringing hotel brands that cater to every guest and every stay occasion. The brand will join Waldorf Astoria and Curio Collection by Hilton as newly introduced brands into South Asia, expanding the company’s portfolio in the region to eight distinct brands.
“We are committed on expanding our presence in South Asia,” said Kevin Jacobs, chief financial officer & president, Global Development, Hilton. “Rapid middle-class formation continues to take place across this dynamic region, where we see tremendous long-term growth prospects for Hilton. 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 the fast-growing premium economy segment in India. 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.”
Jitu Virwani, Chairman & Managing Director, Embassy Group, said, “Today’s agreement marks an important step forward in our partnership with Hilton. Spark by Hilton is the ideal brand to capitalize on the country’s growing middle-class, its infrastructure investment push, and its burgeoning hospitality sector. With Embassy’s deep understanding of the market, and the local expertise of our franchise partners, we believe that this is the beginning of an exciting journey to redefine the premium economy segment.”
Hilton’s recent signings across its luxury, full-service, and focused-service segments underscore the strength of its brand portfolio as the company expands into India’s major states and cities. Notable signings include the introduction of the award-winning Curio Collection in Bengaluru, Jaipur’s first Conrad, and the entry of the Hilton flagship brand into Udaipur and Lucknow. Waldorf Astoria in Jaipur, anticipated to open by 2027, further highlights the appeal of Hilton’s luxury offerings and reinforces the company’s commitment to growth in Tier II and III cities.
Kahraman Yigit, Co-founder & CEO, Olive by Embassy, says, “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 that this disruptive offering is the right one for investors, developers, and owners looking to maximize their returns.”
In 2024 alone, Hilton has made significant strides across South Asia. The company made its debut in Nepal with the opening of Hilton Kathmandu and expanded its full-service portfolio with the opening of DoubleTree by Hilton Whitefield. Hilton Gurugram Baani City Centre, Hilton Garden Inn Surat, and Hilton Garden Inn Jabalpur are also on track to open by the end of the year.
Hilton’s accelerated growth in South Asia is fueled by its award-winning workplace culture, which positions the company as an employer of choice, attracting and retaining top talent in the industry. Hilton was recently recognized as the #1 Company to Work For in India by ‘Great Place to Work’ for the second consecutive year, and remains the only hospitality company in the market to achieve this prestigious recognition in both 2023 and 2024.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,300 properties and over 1.25 million rooms, in 138 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 200 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.
About Spark by Hilton
Spark by Hilton is a premium economy hotel brand at the intersection of value and consistency. Spark provides a reliable and comfortable stay with friendly service for every guest, all at an accessible price. Spark hotels provide a welcoming sense of arrival with colorful accent walls and inspiring artwork. The public spaces provide multi-functional seating, from communal tables to rocking chairs, and guest rooms are comfortable and relaxing with simple, streamlined furniture. In the morning, travelers can enjoy a complimentary signature bagel bar and premium coffee.?Spark’s groundbreaking impact on the hotel industry is credited with Hilton’s recognition as one of Fast Company’s 2024 Most Innovative Companies. Experience a positive stay at Spark by Hilton by booking at sparkbyhilton.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about at Spark by Hilton at?stories.hilton.com/spark.
About Olive by Embassy
Introduced in 2019, Olive by Embassy is the hospitality and co-living wing of the Embassy Group, one of India’s leading real estate developers. Olive is a multi-brand hospitality tech operating platform with multiple revenue avenues from management, design, and technology. With a vision to organise and institutionalise the accommodation market in India and beyond, Olive’s mission is to become the largest hospitality company in India. Olive has four brands — Olive Life, Olive Zip, Olive Hotel, and Villas by Olive — — and 65 signed and operational properties ranging from co-living and budget stays to luxury resorts, hotels, and villas. Each Olive property operates both short-term and long-term stays while providing the comfort of home with the flexibility of a hotel. To know more, visit us at www.oliveliving.com.
About Embassy Group
Embassy Group is a leading real estate developer. The over 70 million square feet of commercial, residential, industrial and warehousing, hospitality, services, retail, and education spaces we have delivered emphasize high standards of quality, world-class services, environmental management, and safety. Founded in 1993, our operations now span the Indian and international markets of Bengaluru, Chennai, Hyderabad, Thiruvananthapuram, Mumbai, Pune, the NCR and Serbia. Our 45 million sq. ft. of ready and ongoing residential developments encompass branded residences, uber-luxury villas, exclusive villaments, sky condominiums, integrated developments, senior living, and contemporary homes. Embassy is a sponsor of India’s first publicly listed and Asia Pacific’s largest Real Estate Investment Trust (REIT). We strive to build a resilient ecosystem and proactively foster the social, economic, and environmental development of the communities we work in. Further information is available at www.embassyindia.com.
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