DEVELOPMENT
The front desk and lobby area includes a marketplace . its former embodiment , a 10-year-old Holiday Inn Express . B . F . Saul is not new to conversions or to Hilton . A DoubleTree it owns in Tysons , Va ., was a conversion project . “ When we became aware that Hilton was launching a new brand , it provided an opportunity for consideration , and we became convinced that we wanted to be part of this new thing for the long term ,” said Carrier , who appreciates how value engineered the product is to produce the highest possible profit margins . Spark by Hilton Germantown Washington DC North requires around 32 full-time employees to run the property .
It ’ s not lost on Carrier that by owning a Spark by Hilton , they are plugged into Hilton ’ s biggest asset and value enhancement : its Hilton Honors loyalty program . “ It has reach into segments that matter and they have an engine that
matters ,” Carrier said . Charged to lead the brand is Alissa Klees , brand leader of Spark by Hilton , who refers to it as a “ simplified ” version of what consumers are looking for in a stay and what owners are looking for in ROI . Consider the complimentary breakfast , which is basically coffee complemented by a bagel bar . Its cost per occupied room is only $ 1.30 , according to Klees , whereas a brand like Hampton by Hilton , for instance , is closer to $ 3.50 . Spark properties also have marketplaces by check-in , where guests have access to hot items and other things , like confections and salty snacks . “ When a pantry is well stocked , people are more apt to buy ,” Klees said of the retail space .
Public spaces and guestrooms are about brilliance : “ Consumers told us to bring the bright in ,” Klees said . Hilton achieved this through a colorway of purples and yellows and greens and a capacious lobby area , which is informally referred to as The Yard and comes complete with high-sheen , picnic-like tables to work at or socialize .
Simplification also defines guestrooms . The austere look is by design , a function of customer feedback . “ People wanted more space in the absence of furniture ,” Klees said . For instance , junior suites have ample living room areas that are absent traditional coffee tables , but include multifunctional desks . Adjacent to the bed , guests will find an open-design closet ( doors were taken off ) and a surfeit of power outages that would satiate even the most tech-heavy guest toting multiple devices . Full-length mirrors sit close to the entryway so guests can grab a quick head-to-toe glance before heading out the door .
The Spark brand was launched not
All Spark by Hilton hotels offer a complimentary breakfast that includes coffee and bagels .
Spark by Hilton is a 100 % conversion brand . A king room , shown here .
30 hotelsmag . com Jan / Feb 2024