Signia by Hilton Debuts Flagship Hotel in Downtown Atlanta
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Insights
The opening of the 976-room Signia by Hilton Atlanta represents a significant milestone for Hilton, expanding its portfolio in a key market. This development is noteworthy as it marks the largest ground-up hotel project in Atlanta in four decades, potentially indicating Hilton's confidence in the region's economic and tourism growth. The strategic location within the Georgia World Congress Center Authority's Championship Campus aligns with the city's vision for a compact and connected hub for conventions and events, which could attract a diverse clientele and boost local tourism.
Additionally, the introduction of Signia by Hilton into the Atlanta market could enhance Hilton's competitive edge by offering differentiated luxury experiences, such as Club Signia and wellness-focused amenities. The hotel's extensive meeting and event spaces, coupled with its proximity to the Georgia World Congress Center, position it as a prime destination for corporate and leisure events, potentially increasing Hilton's market share in the MICE (Meetings, Incentives, Conventions and Exhibitions) industry.
However, the long-term success of this investment will depend on the region's ability to sustain and grow visitor numbers, as well as Hilton's execution of its brand promise to deliver exceptional service and amenities. The impact on Hilton's stock will likely be contingent on the property's performance and its contribution to the company's overall revenue growth.
The opening of Signia by Hilton Atlanta is indicative of the broader trends in the hospitality industry, where brands are increasingly focusing on creating distinctive experiences to capture market segments. Signia by Hilton's emphasis on sophisticated design, world-class culinary offerings and wellness amenities reflects the industry's shift towards personalization and high-quality guest experiences. The brand's commitment to technological integration, such as Connected Room technology, aligns with the digital transformation trends within the sector.
Moreover, Signia by Hilton Atlanta's economic impact through job creation and partnerships may resonate positively with stakeholders and the community, enhancing Hilton's brand reputation and social responsibility profile. The hotel's synergy with the adjacent sports and entertainment venues could also leverage cross-promotional opportunities, potentially increasing occupancy rates and average daily rates (ADRs).
It is important to monitor the hotel's operational efficiency and guest satisfaction metrics post-launch, as these will be critical in assessing the property's influence on Hilton's operational margins and overall financial health. The success of this property could serve as a blueprint for future developments under the Signia by Hilton brand.
From a financial perspective, the launch of the Signia by Hilton Atlanta is a capital-intensive venture with long-term implications for Hilton's balance sheet. The investment in a large-scale development project like this requires substantial upfront capital, but it also presents an opportunity for revenue diversification and enhanced cash flows in the future. Given the size and scope of the property, it could become a significant contributor to Hilton's revenue, particularly if it captures a sizeable share of Atlanta's convention and business travel market.
The property's financial performance will be a key factor to watch, as it will influence Hilton's return on investment (ROI) and earnings before interest, taxes, depreciation and amortization (EBITDA). Investors should consider the occupancy rates, room yields and the success of the hotel's food and beverage operations as indicators of its financial health. Additionally, the ability of the Signia by Hilton Atlanta to drive incremental convention and leisure business could have positive spillover effects on Hilton's other properties in the area.
While the initial impact on Hilton's stock price may be muted, the long-term value creation potential of the Signia by Hilton Atlanta could become a focal point for investors seeking exposure to the hospitality industry's recovery and growth post-pandemic.
Hilton expands
Signia by Hilton Atlanta at Georgia World Congress Center Authority (Photo Credit: Paul Beezley / Atlanta Event Photography)
Poised to become a signature landmark and economic catalyst on the city’s west side, Signia by Hilton Atlanta is owned by Georgia World Congress Center Authority (GWCCA) and forms part of the Authority’s Championship Campus, North America’s largest combined convention, sports, and entertainment destination, which also includes Georgia World Congress Center, Mercedes-Benz Stadium and Centennial Olympic Park. Built on the repurposed foundation of the Georgia Dome, the hotel features eight food and beverage experiences; a spa, beauty bar, rooftop pool and fitness center; more than 100,000 square feet of flexible meeting space, including the largest hotel ballroom in
“Signia by Hilton offers the world’s best meetings and events, a vibrant atmosphere, exceptional amenities and personalized service catered to the needs of today’s global traveler,” said Chris Nassetta, president and CEO, Hilton. “We are excited to introduce this brand to our extensive portfolio in
“Signia by Hilton Atlanta complements our vision for a compact and connected campus featuring a package of facilities unrivaled in any city in the United States,” said Frank Poe, executive director of Georgia World Congress Center Authority. “More importantly, it is a cornerstone of a strategy centered on aligning GWCCA with the evolving needs of its customers while putting
“The addition of Signia by Hilton to the GWCCA’s portfolio of venues further strengthens its status as one of the premier destinations in the world for conventions, sports events, and entertainment,” said Governor Brian Kemp. “As Georgia prepares to welcome iconic events and continues experiencing record-breaking economic growth in the years ahead, this facility is well-positioned to remain a key economic driver for our state. Tourism and the hospitality industry remain some of the largest industries in
Sophisticated Design
Signia by Hilton Atlanta was developed by
Upon entering Signia by Hilton Atlanta, guests can expect an impressive sense of arrival and personalized service from check-in to check-out. Travelers are welcomed into a modern, open-concept and naturally lit lobby, adorned with elevated fixtures and furniture that is stylish and comfortable, the perfect place for gathering and connecting.
All guest rooms at Signia by Hilton Atlanta offer spectacular floor-to-ceiling windows with panoramic views and reflect the warmth and refinement of Southern luxury, featuring a combination of earth toned-fabrics, rich wood and rattan textures, and brass finishes. The colors and materials are inspired by the building’s unique location in the city, paying homage to some of the most historically important and culturally significant neighborhoods in
Rest and Recharge
The hotel features 976 guest rooms, including 70 suites, and up to 80 Club Signia rooms, available only as an exclusive guest experience, and additional specialty room types with Peloton bikes in-room and dedicated wellness rooms. Guest rooms feature a variety of amenities including a walk-in rain shower, a relaxing Serta Perfect Sleeper bed, Connoisseur sateen linens, Nespresso machines, NEST amenities, steamers, umbrellas, robes and slippers, custom lighting and modern technology. Guests also have access to the latest technology including Connected Room, where guests have the ability to control the lights, TV and more from their mobile device or the TV remote. Via the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone.
Inspired by private membership clubs, Club Signia is an immersive luxury experience that provides discerning guests with the finest hospitality and attentive service that’s a step ahead. Guests who book Club Signia gain a multitude of extras, including a dedicated Club Ambassador, access to Club Signia elevated guest rooms, early check-in and late check-out, premium Wi-Fi, and access to the exclusive Club Signia lounge that features all-day food and beverage offerings including club-style cocktail service, chef demonstrations and made-to-order snacks and small plates.
For those keeping up with their wellness routine while on the road, guests can choose rooms with Peloton Bikes in-room, or opt for one of the 11 wellness rooms, outfitted with amenities centered on Hilton’s wellness pillars – sleep, movement, nourishment, spa and mindfulness like air purifiers, aromatherapy infusions, a SleepHub and more in-room.
World-Class Culinary Offerings
At the heart of the Signia by Hilton brand lies an emphasis on exceptional dining experiences, from chef-driven concepts to stylish bars. At the helm of the hotel’s talented culinary team are Director of Food and Beverage Jacob Linzey, Executive Chef Christian Quiñones and Executive Pastry Chef Daniella Lea Rada who oversee Signia by Hilton Atlanta’s eight next-level food and beverage experiences, featuring locally and regionally sourced ingredients. Highlights include:
- Capolinea is the hotel’s signature restaurant featuring Italian fine dining. Menu highlights include regional and locally sourced antipasti, fresh handmade pasta, prime-cut steaks, nostalgic dishes from parmigiana to Bolognese, tableside martini service, and for a sweet ending, house-made seasonal gelato and sorbet.
- Nest on Four is a modern sports bar created for true fans, with views of Mercedes-Benz Stadium. Situated in an upscale gastropub atmosphere with a halo board of TVs, this next-level bar experience offers reimagined stadium favorites alongside nine beers and three cocktails on tap.
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Homespun is a Southern breakfast destination that celebrates
Georgia's roots and farm-fresh flavors with a modern twist. Here, diners can expect some of the state's best culinary traditions with beautifully prepared and scrumptious dishes, from fried chicken biscuits to Creole tomato shakshuka. -
Friendship Market offers grab-and-go essentials and a curated selection of
Atlanta favorites from locally owned businesses, including fresh crudité, beverages, chef-curated cheese boards, and more. - Highball is the hotel’s seasonal pool bar and Atlanta’s newest warm-weather destination. Guests can unwind poolside with a craft cocktail or spirit-free drink complemented by lighthearted Southern picnic fare.
- Lobby Bar provides the perfect social hub for guests looking to connect pre-or post-event or meet up with friends and family. The destination bar offers classic cocktails and cocktails with a twist, complemented by seasonal shareable plates.
Elevated Meetings and Events Capabilities
Signia by Hilton was developed based on meeting planner feedback, to create the ideal experience for meeting planners and their attendees. Signia expertly pairs the capabilities and services to host the world’s best meetings and events, with exceptional stays in sought-after gateway cities and resort destinations. Signia by Hilton Atlanta brings the brand’s vision to life with a space for every occasion, offering more than 100,000 square feet of meeting and events space, including the largest hotel ballroom in
Event organizers and meeting planners also have access to more than 30,000 square feet of outdoor space, including an event deck and an event lawn. Guests have direct access to Georgia World Congress Center via a pedestrian walkway, allowing convention guests prime access to GWCC’s
For meetings and events, the hotel’s catering and events team provides bespoke service and best-in-class food and beverage with visually stunning food and inventive drinks. The extensive banquet menu includes cuisines that reflect the spirit of
Transformative and Results-driven Wellness
Signia by Hilton Atlanta offers a wide range of premium wellness and leisure amenities suited to the needs of every guest. Keeping in mind wellness means something different to each individual, Signia has the programs, partnerships and facilities designed to help guests be at their best – whether maintaining their routine while on the road or pampering themselves for a special occasion.
Signia by Hilton Atlanta features an entire floor dedicated to wellness, a state-of-the-art fitness center, a lavish spa, beauty bar, and an outdoor rooftop complete with a pool and lounge that overlook Mercedes-Benz Stadium.
For fitness enthusiasts, the hotel has a state-of-the-art fitness center with yoga stations, Peloton Bikes, Technogym equipment, group fitness classes and more. Plus, with nearby access to the city’s top biking and running trails, guests can truly enjoy an inspiring and holistic wellness experience.
The spa and beauty bar are expected to debut later this winter and will serve as an oasis of pampering and rejuvenation with result-driven treatments, featuring spa amenities from partners including Babor, Botanika Life, Essence One, Higher Dose and Hyperice. Guests can expect recharging experiences from detox massages and recovery treatments to a cryo facial lift, combining cold therapy and gua sha, along with percussion therapy. At the beauty bar, the full-service salon team will help guests look and feel their best, with services ranging from sleek blowouts and a first-of-its-kind biohacking pedicure to wedding preparations and gala glam.
Signia by Hilton Atlanta participates in Hilton Honors, the award-winning guest-loyalty program for Hilton's 22 distinct hotel brands.
Signia by Hilton Atlanta joins the thoughtfully curated and growing Signia by Hilton portfolio of hotels, which currently include Signia by Hilton Orlando Bonnet Creek, Signia by Hilton San Jose and the upcoming debut of Signia by Hilton Indianapolis, slated to open in late 2026.
Signia by Hilton Atlanta is located at 159 Northside Drive
Read more about Signia by Hilton at Stories.Hilton.com.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 22 world-class brands comprising nearly 7,400 properties and more than 1.1 million rooms, in 124 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for six consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 173 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
About Signia by Hilton
Signia by Hilton is a portfolio of exceptional hotels in gateway cities and resort destinations around the world. Each Signia property infuses sophistication into every stay, offering the world’s best meetings and events, a vibrant atmosphere, exceptional amenities and personalized service catered to the needs of today’s global traveler, all backed by the Hilton name and award-winning Hilton Honors program. Learn more about Signia by Hilton at stories.hilton.com/signia.
About Georgia World Congress Center Authority
Georgia World Congress Center Authority’s (GWCCA) championship campus, a key driver for Georgia’s economy, is the largest combined convention, sports, and entertainment destination in
View source version on businesswire.com: https://www.businesswire.com/news/home/20240112284008/en/
Michelle Myers
Hilton
michelle.myers@hilton.com
Evita McDaniels
Signia by Hilton Atlanta
evita.mcdaniels@hilton.com
Source: Hilton
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