Hilton unveils two new hotel brands
Hilton Worldwide Holdings Inc. plans to launch two new hospitality brands later this year.
It will roll out a new ‘four-plus star’ brand in summer, followed by a boutique hotel lifestyle brand before the end of the year.
Both brands will be very "conversion friendly," according to Hilton CEO Chris Nassetta, and current franchisees will cover the conversion costs.
The lifestyle brand will also comprise new builds.
Hilton is yet to announce the names of the new brands or which properties will be included.
Nassetta said of the upcoming four-plus star brand: "It will aggregate iconic urban and resort hotels that don’t really fit in the box of the standards of any of our other brands."
"We feel these will attract some of our existing customers and other customers that we want to attain who are interested in staying in these unique types of hotels."
The lifestyle brand will be targeted at millennials as well as a broader range of guests, priced at the "upper end of upscale," Nassetta said.
"That will allow us to serve more customers and build a brand that is much bigger than we’ve seen others able to do."
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 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airlines suspend Madagascar services following unrest and army revolt
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026