International hotel chain Hilton Worldwide has launched a new luxury brand in response to the growing popularity and demand for boutique hotels and hyper-local experiences.
Curio – A Collection by Hilton is pitched as a brand that that will curate four to five-star distinctive hotels that represent the local area and offer authentic experiences unique to the destination.
The collection includes the SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, South Dakota and The Franklin Hotel in Chapel Hill, North Carolina, with another property in Portland, Oregon to be announced shortly.
“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 program,” said Christopher Nassetta, president and CEO of Hilton Worldwide.
The strategy borrows from the playbook of rival Starwood Hotels & Resorts, whose W Hotels is pitched as a trendy, boutique hotel brand.
While not a boutique hotel in the traditional sense, Curio’s SLS Las Vegas will anchor the Curio collection with big-name collaborations that include Philippe Starck and James Beard Foundation winning chef José Andrés.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.