Hilton’s sparking a new brand of hotels, but will it actually set its patrons’ hearts on fire?

Hilton recently launched a new brand of affordable hotel stays called Spark.

It describes the new brand this way:

“High-quality stays should be available to every travel budget—so we deliver exceptional essentials at a budget-friendly price. Clean, comfortable rooms, useful amenities, a free, filling breakfast, and helpful service that knows when to lend a hand or simply say “Welcome back.” It’s the best of everything you need, done just the way you want.”

Sure, so that means great service at a budget friendly price!

But we all know that the service has to go down when the price goes down.

That’s why Hilton had a chance to explain what this meant.

I had much higher expectations, but sadly, they were dashed when the CEO Chris Nassetta described Spark as:

“A value-driven product, simple consistency, and providing a comfortable stay with practical amenities.”

I always wonder why so many CEOs can only speak in jargons that not only don’t make sense, but are rarely helpful to distinguish their brands from others.

If I could ask Chris 4 questions, I’d ask him which hotel brands:

1. Don’t offer a value-driven product?
2. Aren’t consistent with their offerings?
3. Don’t offer comfortable stays?
4. Don’t claim to have practical amenities?

If we want to help our brand, our words should clearly help distinguish us from others and carefully help prospects understand what sets us apart every time we speak so that they can fall in love with us.