Hilton launches lifestyle brand
Hilton Hotels Corporation has unveiled a new ‘lifestyle’ brand aimed at “globally-conscious modern travellersâ€.
Called Denizen Hotels, the brand is being launched at the International Hotel Investment Forum (IHIF) in Berlin.
“The term denizen literally means ‘citizen of the world,†said Ross Klein, Hilton global head luxury and lifestyle brands.
“We created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level.â€
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.
“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,†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 “social, interactive spacesâ€, with communal-style restaurant tables and “rejuvenation zonesâ€, giving guests a “personal technology-rich haven†before or after check-in.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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