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Hilton's New Signia Brand At The GWCC Will Focus On Tech

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Rendering for the new Signia Hilton hotel at the Georgia World Congress Center in Downtown Atlanta

Hilton's latest niche brand is aiming to gain a competitive edge over other convention hotels with technology.

The hotel giant has revealed more information on the planned debut of its Signia Hilton hotel attached to the Georgia World Congress Center. The 890K SF hotel tower, which could have as many as 1,000 rooms, is expected to break ground later this year, Hilton officials said.

Atlanta will be among the debut cities for the new brand. Hilton also plans to locate Signias in Orlando and Indianapolis, Hilton Americas President Danny Hughes told Bisnow in an email.

The Georgia World Congress Center Authority, the state agency that operates the convention center, tapped Hilton last year to operate a new hotel as part of a larger expansion that includes a third convention hall. The GWCC attracts more than 3 million people a year.

Unlike typical convention center hotels, Signia will be infused with features often found in boutique brands, such as a signature restaurant and destination bar, public gathering spots in the lobby area and a wellness facility.

"We saw an increased demand for premium meeting and event spaces and heard directly from meeting professionals they need more than the standard, one-size-fits-all options," Hughes wrote. 

But Hughes also said technology will be a key feature in Signia.

"As most of these properties will be new builds or renovated conversions, we’re able to create the infrastructure necessary to constantly update our technology as it evolves,” he said.

Guests will be able to control in-room lighting, temperature and even port their own shows to the television using the Hilton Honors app. Beyond the first three locations, Hughes said the company is unsure how extensive the Signia brand will grow.

“Signia Hilton will be a global brand with a carefully curated portfolio of hotels in the top urban and resort locales,” he wrote. “Many of these hotels will be larger properties, so due to the cost, the brand will not be focused on quantity as much as we are on quality. As for specific numbers of hotels around the world, it is too soon to make a prediction.”