Hilton launches Curio boutique brand
Hilton is launching a new boutique hotel brand aimed at upscale travelers with a collection of four and five-star independent urban and resort hotels.
The company will target upmarket boutique hotels mainly in the US and Europe under the Curio brand and so far has agreements for five US hotels, including the SLS Las Vegas.
Hilton CEO Chris Nassetta said he would like to add "hundreds" of independent hotels into the brand.
"These are rare, statement hotels that have their own following and there has been huge demand for these types of properties," he said.
Hilton will also roll out a lifestyle orientated brand later this year focused on more cost sensitive tech-savvy travelers.
An asset-light business model will be used for both brands – with franchises and management contracts preferred over real estate ownership.
Hilton has long been keen to enter the boutique hotel market to keep pace with rivals such as Marriott, Starwood and IHG.
Its last attempt to do so was derailed in 2009 after it was accused of industrial espionage by Starwood after Hilton hired two former Starwood employees who were familiar with the W Hotels brand.
The two companies eventually settled out of court but Hilton was forbidden from entering the boutique hotel market for two years.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
Qatar Airways offers reduced timetable to over 60 destinations
WTTC global tourism reached record economic impact of 11 trillion in 2025
Marginal increase for New York City tourism in 2025
Hands In, UATP join forces for airline multi-card payments