11 March 2009

Hilton launches lifestyle brand

Hilton Hotels Corporation has unveiled a new ââ¬Ëœlifestyleââ¬â¢ brand aimed at ââ¬Åâœglobally-conscious modern travellersââ¬~.

Called Denizen Hotels, the brand is being launched at the International Hotel Investment Forum (IHIF) in Berlin.

ââ¬ÅâœThe term denizen literally means ââ¬Ëœcitizen of the world,ââ¬~ said Ross Klein, Hilton global head luxury and lifestyle brands.

ââ¬ÅâœWe created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level.ââ¬~

Development negotiations are currently underway for resorts and destinations in key cities, including London, Abu Dhabi, Hollywood, Istanbul, Jerusalem, Las Vegas, Miami, Montreal, Mumbai, New York City, and Washington D.C.

ââ¬ÅâœWhile 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,ââ¬~ added Christopher J. Nassetta, president and chief executive officer.

World-renowned architects and interior designers, such as Charles Allem, Clodagh and David Rockwell, will be enlisted to create the interiors.

Hilton said the brand will focus on ââ¬Åâœsocial, interactive spacesââ¬~, with communal-style restaurant tables and ââ¬Åâœrejuvenation zonesââ¬~, giving guests a ââ¬Åâœpersonal technology-rich havenââ¬~ before or after check-in.

By Bev Fearis

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