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While the pandemic was difficult for many businesses, few were hit as hard as hotels. During the first few years of the pandemic, hotels nationwide experienced an 85% drop in gross operating profit and a 103% decline in net operating income, resulting in estimated values declining by as much as 35%. But while some operators saw these numbers as a sign to pull back on the operations, Hilton saw an opportunity to reach a new customer base. 
“If you look at Hilton's history and its footprint, it’s a company that’s backbone is designed on new-build hotels,” said Alissa Klees, brand leader of Spark by Hilton. “We saw an opportunity to create a conversion brand that’s built for speed and consistency and to serve value-minded travelers who are looking to spend their dollars a little differently.”