Hilton unveils new Curio brand

SLS Las Vegas is part of the collection
SLS Las Vegas is part of the collection

Hilton Worldwide has announced a new brand for travellers that ‘seek local discovery and authentic experiences’.

Curio – A Collection by Hilton will include four and five-star hotels with their own individuality.

Hotels already under the collection include SLS Las Vegas Hotel & Casino; The Sam Houston Hotel, Houston; Hotel Alex Johnson, South Dakota and The Franklin Hotel, North Carolina.

Another hotel development in Portland, Oregon will also be in the collection.

“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 J. Nassetta, president and CEO of Hilton Worldwide. “That desire, combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world, made for the right timing for this launch.”

Curio if the first of two new concepts that will be launched by Hilton this year.

Jim Holthouser, executive vice president, global brands, Hilton Worldwide, said: “Curio expands our portfolio to a total of eleven 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.”

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