Inside Signia Hilton: New Brand to Focus on Business Travel, Meetings, and Events

Hilton CEO Chris Nassetta

By Anna Breuer on 22 February 2019
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With the announcement of Signia Hilton on Friday, Hilton is effectively creating a new segment with a hotel brand dedicated to and designed specifically for the needs of meetings, events, groups, and the business traveler.

The announcement was made at an event on the 68th floor of 3 World Trade Center in a hotel-like atmosphere designed to convey the Signia Hilton guest experience.

Following the briefing, Frequent Business Traveler sat down with Hilton executives to discuss plans and strategy for Signia Hilton.


Signia Hilton’s philosophy, Jon Witter, the company’s chief customer officer explained, was “not to recreate the beige box” so often associated with meeting rooms and event spaces. The hotelier will “create spaces that are unique and have a story to them.”

The brand’s hotels will infuse state-of-the-art technology and modern design into all aspects of a visit, from being able to control lighting and temperature in the guest room via the Hilton Honors app to eventually being able to perform similar actions in meeting spaces.

The name “Signia” is a play on the word “insignia” and is meant to convey “signature,” indicating a company’s flagship product.

Signia Hilton “will resonate with travelers, ‘wow’ meeting professionals and set a new, elevated standard for the meetings and events industry,” David Marr, the company’s vice president of full-service brands, said.

The new properties will offer lobbies that the hotelier says will connect guests to the local culture. The lobbies will also serve as a social hub for guests throughout their stay.

The brand will focus on locations in large cities as well as resort destinations. The first Signia Hilton will open in Orlando in 2020, followed by properties in Atlanta and Indianapolis. Three international locations are under consideration at the present time.

Dining options for Signia guests will include a bar and lobby that serve to connect guests to the city they are in, as well as a restaurant that will be “chef driven.”

In addition, Signia Hilton properties will provide guests with what the company referred to as “a true sense of arrival” thanks to the building’s architecture and landscaping and the planned interaction with staff who will be welcoming guestsupon arrival.

(Photos: Accura Media Group)

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