Hilton Hotels changes name to Hilton Worldwide

— -- Besides a new HQ, Hilton Hotels Corp. now has a new name and logo.

As the company settles in to its new digs in Tysons Corner in McLean, Va., after relocating HQ from Beverly Hills, Calif., the company today unveiled its new name: "Hilton Worldwide" instead of just plain old "Hilton Hotels."

Hilton Worldwide also gets a new logo instead of the former swirly, blue "H;" this one's sort of like mirror-facing upright bed posts in platinum and gold. It's not a huge design statement, but I'd say it's more serious looking. (For those of you who recall the prior Hilton logo, the new one will clearly look familiar.)

I talked briefly with Hilton Worldwide CEO Christopher Nassetta earlier today about the new symbols. He said they were needed to symbolize the many changes that Hilton's going through, such as its move to the East Coast from the West Coast, and its overseas growth spurt. Hilton's also doing some self-reflecting by updating its company vision, mission statement and key strategic priorities, he said.

"We're really trying to put a stake in ground. We're one of the largest hotel companies in the world, and this is a renewed focus on being the pre-eminent hospitality company," Nassetta told me. "We thought that the name Hilton Worldwide is more reflective of who we are."

Hilton Worldwide oversees more than 3,300 hotels in 77 countries that belong to 10 chains, such as Waldorf Astoria, Embassy Suites, DoubleTree and Homewood Suites. About 130,000 people work for Hilton worldwide.

Although the name and logo change really seems like it's more about business than the traveling public, Nassetta said that the new labeling for Hilton Worldwide's HHonors program should reduce confusion among consumers in the long run. HHonors will share the same mirror-image logo as Hilton Worldwide; but instead of the emphasis on "Hilton," the new name will emphasis "HHonors," with "Hilton Worldwide" in smaller print.

Though loyalty members of any chain tend to best know which chains belong to their loyalty program, Nassetta said it's surprising how many people don't know that the Hilton family encompasses more than just the obvious chains, such as Hilton and Hilton Garden Inn.