Immersive, inspired, authentic: Hilton’s brand showcase marks a bold new chapter in immersive hospitality experiences

“To accomplish big things, you must first dream big dreams.” Conrad Hilton’s words displayed at the entrance, set the tone for Hilton’s Brand Showcase in India, held on May 6, 2025, at Hilton Bengaluru Embassy Manyata Business Park. Themed ‘Unlocking the Stay’—an extension of Hilton’s global marketing platform, ‘Hilton. For the Stay’—the event offered a curated, experience-led approach that brought the brand’s storytelling, service philosophy, and guest innovations to life.

In a space thoughtfully designed to reflect Hilton’s global legacy and forward-looking vision, 10 of its 24 award-winning brands were showcased through immersive zones that were equal parts hospitality and brand strategy.

Guests didn’t just walk through hotel concepts—they journeyed through vibrant, sensorial experiences that celebrated the unique spirit of each brand, current and pipeline ones. From the scent of freshly-brewed regional coffee to the clink of crystal glasses serving signature cocktails, every detail was curated  and reflected Hilton’s unmistakable hospitality DNA.

Hilton’s India vision: Growth with soul

The Brand Showcase served as both an immersive brand introduction and a clear strategic statement. Hilton announced plans to double its presence in India within the next five years and pursue ten-fold growth over the next decade. The company’s vision goes beyond numbers—it's about meeting India’s rising demand for diverse hospitality offerings with the gamut of their brand offerings ranging from approachable mid-market brands to focused service, soft lifestyle and luxury.

“India is having a really significant travel and tourism moment. The infrastructure boom combined with a rising middle class and strong GDP growth is creating a phenomenal market,” said Alan Watts, president, Asia Pacific, Hilton. “We’re introducing brands all the way from the pinnacle of luxury—Waldorf Astoria—to the mid-scale segment with Spark by Hilton. We’ve signed deals for 150 Spark hotels in 2024 and 75 Hampton hotels early this year.”

Watts emphasised that regionalisation is key to Hilton’s India strategy. “Indian customers are unique. They travel three-generations deep, and the road to their heart is often through their stomach. Our designs, dining experiences and services adapt to those regional and cultural nuances,” he added.

What’s coming soon: A first look at Hilton’s new entrants

A standout element of the showcase was its focus on the future. Guests were given an exclusive look at what’s debuting in India over the next few years—hotels that not only expand Hilton’s footprint but also tell a great story . Waldorf Astoria Jaipur will bring timeless elegance and luxury to Rajasthan’s capital, serving up heritage through a modern lens.

Guests at the showcase sampled the bar’s signature Rob Roy cocktail—originally invented at Waldorf Astoria New York—setting the tone for the sophistication to come. In Bengaluru, The Den is set to join LXR Hotels & Resorts by 2026. As part of Hilton’s luxury portfolio, LXR properties focus on the ‘Pursuit of Adventure’—each property offering  a bespoke experience defined by its location.

At the showcase, this ethos came alive through an artisanal gelato tasting, created in partnership with Lavonne Ice Cream Kitchen, featuring flavours inspired by six LXR destinations around the world.

Another much-anticipated opening is Conrad Jaipur, where bold design meets cultural expereinces. To evoke this sensibility, the Conrad gallery featured a dramatic 3D installation by contemporary artist Subodh Kerkar titled Chetak, a sculpture made using Rajasthani textiles and recycled rags—a nod to both the brand’s artistic ambitions and commitment to local narratives.

Hilton also showcased the arrival of Signia by Hilton in Jaipur, expected to debut in 2028. Designed for ambitious professionals who balance productivity with self-care, Signia’s concept space captured this duality through spaces that energise from 9 to 5 and soothe from 5 to 9. Then there’s Slohh by Roach, a new lifestyle hotel under the Curio Collection by Hilton, launching this year in Bengaluru.

The brand’s showcase display—Cabinet of Curiosities—brought together artefacts from Asia Pacific properties, proving that even within a global network, individuality remains a priority.

Adding momentum to this pipeline is Hilton Garden Inn, which recently celebrated 1,000 trading hotels globally, with over 140 in Asia Pacific. The brand is now set to bring its signature Brighthearted hospitality to five new Indian cities—balancing refreshing design with guest-first functionality.

Meanwhile, the first Spark by Hilton hotel is scheduled to open in 2025, joining over 130 Spark properties around the world and marking a key milestone in Hilton’s regional expansion. Aimed at the aspirational and value-seeking traveller, Spark by Hilton offers thoughtfully simple design, bright open lobbies, comfortable guest rooms and energising breakfast service to kick-start the day.

Also on the horizon is the arrival of Hampton by Hilton across Gujarat, Rajasthan, Punjab and Bihar. Known for its warm “Hamptonality,” Hampton promises premium sleep experiences, free hot breakfasts, and high-quality accommodations that deliver real value with heartfelt service.

From forest walks to designer cocktails: A showcase of senses

What made Hilton’s Brand Showcase memorable was the sensory richness of the setting. It wasn’t a typical hotel walkthrough—it was an artistic gallery experience, made rich with a series of sensorial touchpoints across each brand zone. The DoubleTree by Hilton zone transported guests into a forest retreat, complete with natural wood textures, calming sounds of nature and aromatic diffusers that evoked a serene morning walk through the woods.

Hilton Garden Inn, offered a playful yet practical space that balanced wellness with productivity. Nearby, Hilton’s flagship brand, Hilton Hotels & Resorts, was brought to life with a hanging chandelier that had hotel images as light drops signifying how Hilton hotels  have redefined skylines in top cities and resort destinations—showcasing the brand’s legacy of iconic hospitality.

The Hilton Honors infinity room, was a kaleidoscope of infinity mirrors and digital lights, showcasing the boundless possibilities of travel with Hilton’s loyalty program. . “We want every touchpoint to matter—from breakfast to bedtime,” said Gretchen Moore, VP of Marketing & Loyalty, APAC. “Travel is becoming a source of purpose and healing. It’s a privilege to play a part in someone’s personal story.”

Reaching the heart of new India

One of the day’s most talked-about moments was the preview of Hilton’s forthcoming campaign with global brand ambassador Deepika Padukone. A symbol of elegance, ambition and confidence, Deepika embodies the values Hilton sees in its next-generation traveller. “Everything she stands for resonates with who we are as a brand,” said Moore. “This generation wants more than luxury—they want meaning. They value self-expression and seek connection through experience.” Moore noted that younger travellers, increasingly independent and self-reliant, are influencing travel decisions for entire families. “We’re seeing multi-generational travel evolve. Parents now have more disposable income and are gifting travel—not just financially but emotionally—to their children. Our responsibility as a brand is to create moments worthy of that trust.”

India’s hospitality moment is now

What the Hilton showcase made abundantly clear is that India isn’t just a growth market—it’s a narrative-rich, emotionally-resonant canvas for hospitality’s next chapter. “The service culture here is unparalleled. Even outside hotels, there’s warmth in the air—in the way street vendors smile, how welcoming airports are. It’s a natural hospitality market,” said Watts. Alexandra Jaritz, SVP, Brand Management, APAC, echoed that sentiment: “No matter where I went in Rajasthan, hospitality came effortlessly. That’s what sets India apart. It’s not performance—it’s personal and it’s about people.”

As Hilton prepares to open new doors in Jaipur, Bengaluru, and beyond, it’s also opening doors to new experiences, identities and possibilities. “We’re not just building hotels,” said Candice D’Cruz, VP, Luxury Brands, APAC. “We’re building stories. Brands that speak to different purposes of travel, that connect to who you are in that moment. My job is to make you fall in love with all of them.” That love was palpable at the Brand Showcase—from curated cocktails to culture-rich concepts—every element was thoughtfully chosen to reflect Hilton’s commitment to the Indian traveller.

As Conrad Hilton once said, to dream big is the first step. With its immersive showcase and visionary expansion, Hilton has not only dared to dream, it’s inviting India to dream with it. 

All images: By the brand

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