EXCLUSIVE: Hilton eyes India for next travel card revolution

In September 2024, Hilton introduced a financial product in the UK—the world’s first hotel debit cards. Launched in partnership with the travel debit card platform Currensea, the Hilton Honors Debit Card and Hilton Honors Plus Debit Card were designed to integrate seamlessly into the Hilton Honors loyalty program, offering hotel points and travel-friendly features to users.

Now, the global hospitality chain is considering launching a similar product in India, a market buoyed by rapid financial inclusion driven by UPI (Unified Payments Interface).

“It’s more than a possibility; it’s definitely in the works,” Ben George, senior vice president and commercial director for Asia Pacific at Hilton told Campaign. “Whether it will be a debit or credit card is still to be determined. We’ve already started discussions with partners, networks, and banks in India to look at how we can extend Hilton Honors benefits. It’s important from a loyalty perspective—not just to earn points when staying at a Hilton hotel but to make it more everyday.”

Hilton has already seen success with its financial products in other markets, including a co-branded credit card in Japan with American Express and an upcoming launch in South Korea. With India’s burgeoning consumer base, the hospitality giant sees this as an opportunity to enhance its guest experience, making loyalty points part of everyday transactions, akin to its Starbucks partnership in China.

Spark’s debut in India

Last week, Hilton announced a strategic licensing agreement (SLA) with Olive by Embassy, a co-living and hospitality arm of the Embassy Group, to roll out 150 Spark by Hilton hotels across India over the next decade. Spark marks Hilton’s entry into the premium economy segment in India and the Asia-Pacific region.

“For the longest time, our footprint across Asia Pacific and India comprised premium brands,” George explained. “But a vast majority of our portfolio of 7,000 hotels in America would fall under ‘focus service’ brands, including Hilton Garden Inn, Hampton, Tru, Spark, and Element. What’s changed in Asia is the exponential growth of the middle class.”

India’s growing middle-class population, estimated to reach 700 million over the next five years, represents a significant market for this economy-focused brand. Hilton’s partnership with Olive by Embassy provides a strong operational foundation for Spark’s launch, leveraging Embassy’s 19-year track record in hospitality.

Currently, the premium economy segment in India’s hospitality segment is crowded, with various chains vying for market share. Hilton intends to differentiate Spark by focusing on essentials like quality, consistency, and relevance.

“When we created Spark, we realised there was an opportunity to create a brand at a lower price point than our existing brands while still offering what is important to consumers,” George said. “For example, one of the global principles with Spark is that breakfast is included, and this can be adapted for India, whether it’s dosa or masala chai.”

Moreover, the hotel company will leverage its Hilton Honors loyalty program, which boasts 200 million members globally, including 50 million in Asia Pacific. George points out that 60-70% of rooms in Hilton’s focus service hotels are typically booked by Hilton Honors members.

“That is a great pool of customers Embassy can tap into,” he said. “Hilton Honors members tend to book directly, stay more often, and spend more.”

Marketing and celebrity endorsements in India

Hilton’s marketing strategy for Spark and its other brands in India focuses on local relevance. In February, the company tapped Bollywood star Deepika Padukone as its brand ambassador and followed it up by onboarding Sidharth Malhotra in August 2024.

Hilton signed Sidharth Malhotra as brand ambassador in August 2024 as part of a bigger strategy to elevate its brand presence and build recognition.

“These ambassadors are part of a bigger strategy to elevate our brand presence and build recognition,” George noted. “For example, partnering with Sidharth Malhotra is crucial for targeting Indian consumers because using content shot outside the country wouldn’t resonate as much. Though we’re a global company, we want to engage with Indian consumers in a way that aligns with local sensibilities.”

While it’s too early for detailed metrics, Hilton reports a surge in interest from hotel developers and owners, suggesting a positive impact of these partnerships.

The company currently operates 29 hotels in India and plans to double this number in the coming years. Recent openings, such as Hilton Gurugram Baani City Centre, have received positive feedback, while upcoming projects include the Curio Collection in Bangalore, a Hilton Garden Inn in Surat, and a Waldorf Astoria in Jaipur.

George highlighted Hilton’s strategic approach to matching brands with markets. “For instance, Mysore might not be ready for a full-service Hilton, but a Hilton Garden Inn would absolutely work. It’s all about placing the right brands in the right cities at the right time, with the right partner,” he elaborated.

This strategy also considers aspirational consumer behaviour. “Some customers may start with Spark and aspire to stay at Conrad or Waldorf as their careers progress. It’s about providing the right brand for the right stay occasion,” he explained.

Connecting with younger generations

A recent survey from the Hilton 2025 Trends Report reveals that 93% of Indian Gen Alpha and Gen Z actively influence family vacation planning, marking a major shift in the travel industry. These younger generations are emerging as key decision-makers, with 76% of Indian parents—compared to 70% globally—selecting destinations based on their children's preferences.

The report, titled ‘Small voices, big choices’, highlights how India's youngest travellers are increasingly shaping family travel trends and the future of the industry. Hence, Hilton has adapted its marketing strategies to engage these audiences.

“Our ‘It Matters Where You Stay’ campaign has a more humorous approach,” George said. “For example, we created the world’s longest TikTok video with Paris Hilton, which garnered 26 million views within 24 hours.” In markets like India, it plans to work with local influencers and content creators to reach younger consumers on platforms they frequent.

Sustainability is a growing expectation, particularly among younger travellers. Hilton has long been committed to environmentally responsible practices through initiatives like LightStay, launched in 2009 to track sustainability metrics, and ‘Travel with purpose’, introduced in 2018.

“When companies book events with us, we calculate the carbon footprint of the event and purchase carbon credits to offset that impact,” George explained. Tools like the ‘Meeting impact calculator’ allow Hilton to transparently showcase its environmental efforts to corporate clients.

Saying I do, to weddings

Weddings are another big aspect of the hotel industry’s event portfolio. India’s $130 billion wedding industry, the second-largest after food and groceries, is a major economic driver, according to a Jefferies report. Hosting 8–10 million weddings annually, the country is the world’s largest wedding destination, with economic activity peaking during key wedding seasons—October to December and a July start this year.

The report highlights the staggering expenses tied to Indian weddings, with the average spend at INR 12 lakh ($15,000), often surpassing 18 years of educational costs for a child. India’s wedding spend-to-GDP ratio is five times higher than many other economies, showcasing the industry’s unparalleled cultural and economic significance.

In July 2024, Hilton unveiled a revamped ‘Wedding Diaries’ initiative, first introduced in 2021, transforming the often-hectic wedding planning process.

To capitalise this opportunity, in July 2024, Hilton unveiled a revamped ‘Wedding Diaries’ initiative, first introduced in 2021, transforming the often-hectic wedding planning process. Central to this is the ‘Wedding Ambassador’, a dedicated expert who bridges the gap between families and the hotel, offering personalised services at every stage—from initial consultation to the big day.

With a focus on stress-free, memorable celebrations, Hilton’s ‘Wedding Diaries’ promises a seamless experience. The relaunch is backed by a dynamic digital campaign featuring video content across platforms. To maximise impact, Hilton is eyeing strategic co-branding partnerships to amplify reach during the peak wedding season.

As Hilton prepares to triple its portfolio in India and expand its financial and hospitality offerings, the company is carefully navigating a rapidly evolving market. From the upcoming launch of Spark by Hilton to potential co-branded financial products, Hilton is positioning itself to capture the aspirations of India’s growing middle class while staying relevant to a younger, more sustainability-conscious generation.

The company’s dual focus on localised marketing and operational excellence underscores its commitment to building a lasting presence in India. As George concluded, “It’s about aligning our brands with the expectations and preferences of the Indian consumer, ensuring every stay delivers on Hilton’s promise.”