Hilton has launched Signia Hilton, a new brand targeting the meeting and events sector.
The chain’s 17th brand will be located in urban and resort locations targeting high-end meetings and events, beginning in the US with Signia Hilton Orlando Bonnet Creek, Signia Hilton Atlanta and Signia Hilton Indianapolis.
“Signia Hilton grew from feedback from top meeting professionals, owners, developers and guests,” said David Marr, senior vice president and global head, Full Services Brands, Hilton.
“After countless hours of collaboration together, we created Signia Hilton, a brand that will resonate with travellers, ‘wow’ meeting professionals and set a new, elevated standard for the meetings and events industry.”
The name Signia is invented, and designed to evoke the word insignia, “which is obviously power, status, office” and also implies “signature” according to Marr.