Hilton to launch new luxury hotel brand, Denizen
— -- Hilton Hotels said Tuesday it's launching a new brand of hotels called Denizen Hotels, aimed at "globally-conscious modern travelers."
"While we continue to operate in a challenging macro economic environment, the addition of Denizen Hotels demonstrates our commitment to continuing to invest in our long-term growth," says Christopher Nassetta, Hilton's CEO, in a statement.
Denizen, which will be marketed as a luxury brand, will target both business and leisure travelers. Hilton's other luxury brands include the Waldorf Astoria Collection and Conrad Hotels & Resorts.
The Beverly Hills, Calif.-based company said each Denizen hotel will feature a spa, a lounge and individual work stations in the lobby. Hilton didn't disclose other design/furnishing details, room rates or when and where it will open its first location.
It said development negotiations are ongoing in cities worldwide, including Abu Dhabi, Austin, Hollywood (Calif.), Beverly Hills (Calif.), Buenos Aires, Cancun, Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.
It's been a busy year for Hilton Hotels. The company is in the midst of moving its corporate headquarters from California to Northern Virginia. It launched a new extended-stay brand in January, Home2 Suites by Hilton, that it says will target younger, design-conscious travelers with modern decor.
Industry analysts have been anticipating Hilton's expansion into new trendy brands since it recruited two Starwood Hotels executives last year who specialize in luxury properties.
Ross Klein, one of chief designers of Denizen, was hired as global head of luxury and lifestyle brands, and Amar Lalvani was tapped to be Hilton's global head of luxury and lifestyle brand development. The two executives worked on the development of W, Starwood's boutique brand that inspired other competing chains with modern design and hip lobby lounges.
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