With a focus on creating a better experience for business travelers and innovating the industry for meeting professionals, Hilton will be opening three new hotels under a new brand.

The meetings- and events-focused brand, Signia Hilton, is scheduled to eventually go global; its triad of openings will begin with Signia Hilton Orlando Bonnet Creek, Signia Hilton Atlanta and Signia Hilton Indianapolis.

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Each hotel will have no less than 500 guest rooms and 75 sq. ft. of meeting space per key. The large ballrooms and prefunction spaces will feature smart design, along with the latest tech. The guest rooms will be modern in all aspects, from their design to the technology featured, such as Digital Key, an app that allows guests to use their mobile devices to lock and unlock their rooms.

Other amenities featured at Signia Hilton include destination bars, designed to resemble the city or resort destination in which they’re located, and prime wellness experiences, ranging from fitness classes and facilities to spas and infinity pools.

“After countless hours of collaboration, together, we created Signia Hilton, a brand that will resonate with travelers and ‘wow’ meeting professionals, and set a new, elevated standard for the meetings and events industry,” said David Marr, senior vice president and global head of full-service brands for Hilton.

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Hilton chose the perfect time to announce its new brand, as this year marks its 100th year in the hospitality industry.