Launched in 2019, Signia by Hilton debuted at one of the most difficult times for new brands to scale, but in the six years since, Hilton officials have managed to carve out a spot for the brand with a growing portfolio and global presence.
A big part of that strategy is leaning into conversions during a period of historically low supply growth for the U.S. hotel industry. At launch in 2019, Hilton leadership anticipated the brand would be mostly new builds. While Meghan Fitzgerald, Signia's brand leader at Hilton, said new-builds are on the horizon for Signia as construction costs moderate, for now the company is "targeting high-quality conversions to grow the brand."
An example of this is the recently opened Signia by Hilton La Cantera Resort and Spa in San Antonio, Texas, which marked Hilton's fifth Signia to open, and 9,000th among all Hilton hotels when it opened this year. The resort was converted from the longstanding and regionally popular La Cantera Resort & Spa.
Fitzgerald said she describes the brand as "Hilton's approachable luxury brand."
When it launched in 2019, Signia by Hilton was described by many as a more direct competitor to large meeting and event brands like Marriott Marquis. Fitzgerald said Hilton takes pride in the brand's ability to execute events "of every size and for every occasion."
"Some of the ways we do this is through technical event space, innovative technology, and service for both our meeting planners and our attendees," she said.
In 2025, Hilton welcomed its first international Signia property with the opening of Signia by Hilton Amman in Jordan. Fitzgerald said growth of Signia outside the U.S. will be a key driver for the brand going forward, with signings in India and Egypt and the Signia by Hilton Tainan set to open in Taiwan midway through 2026.
Overall, 2026 is expected to be a big year for the brand domestically, with the new-build Signia by Hilton Indianapolis slated to open in the fall and the conversion of the Diplomat Beach Resort in Hollywood, Florida, into the Signia by Hilton Diplomat Beach Resort expected to wrap up.
Fitzgerald described the Indianapolis hotel as a "purposeful property that will transform the skyline of the city."
Fitzgerald said the Indianapolis hotel is illustrative of how the Signia style can adapt to any market. This hotel may "bring the brand to life in a way that's appropriate for that fantastic Midwestern city" but isn't necessarily the same way Hilton approaches resort markets.
In addition to the Amman property, open Signia hotels include the Signia by Hilton Atlanta Georgia World Congress Center, Signia by Hilton Orlando Bonnet Creek and Signia by Hilton San Jose.
Current signings and underway projects mean Signia by Hilton will double its portfolio by 2028, Fitzgerald said.
She added the growth of the brand will be meaningful for the larger Hilton system because it "strategically bridges that gap between full service and luxury" and that its growth has been fueled by "rising demand for premium meetings and group travel."
Going forward, Fitzgerald said she hopes construction costs continue to moderate, making the path to more new-build hotels more feasible. But she added Hilton already has more hotel rooms under construction than its competitors, so that is likely to remain the case.
"Approximately one in every five hotel rooms under construction globally are slated to join the Hilton portfolio, and Hilton's commercial engine, global distribution and strong technical service teams really help mitigate the risk and support developers," she said.