HILTON Worldwide is putting together its own curated collection of independent four- to five-star properties that boasts unique histories or identities, tapping traveller demand for more authentic and localised experiences.
The hotel group unveiled its 11th hotel brand, Curio – A Collection by Hilton, yesterday and has announced the first hotels that will come under it.
Said Jim Holthouser, executive vice president, global brands, Hilton Worldwide: “Curio expands our portfolio to a total of 11 exceptional brands and creates additional opportunities to serve our existing customers even better, attract new customers and grow our pipeline. With Curio, we can help owners leverage our scale, scope and expertise while keeping intact each hotel’s individual character.”
“Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty programme,” said Christopher J Nassetta, president and CEO of Hilton Worldwide.
Already slated to come under the Curio collection in the next few years are: the SLS Las Vegas Hotel & Casino, which will open after a high-style renovation with over 1,620 keys; The Sam Houston Hotel, listed on the US National Register of Historic Places; Hotel Alex Johnson, close to the Mount Rushmore National Memorial; The Franklin Hotel; and a hotel development by The Widewaters Group that will debut as part of the collection in late 2016.
Carlson Rezidor Hotel Group launched its own collection of luxury independent properties in February this year (TTG Asia e-Daily, February 20, 2014) and unveiled its first members last month (TTG Asia e-Daily, May 6, 2014).