JA Resorts

Published on Thursday, July 25, 2019

Hilton launching a new upscale brand

Yet another new brand is in the works at Hilton.

Hilton CEO Chris Nassetta teased a new upscale brand is on the way during the company's second quarter earnings call.

No name has been disclosed but it will fit in the upscale segment and target urban markets.

"I would describe it as a click above Hilton Garden Inn for a more urban, mixed-use, higher-end development opportunity," Nassetta said.

"We already soft-launched it with the development community and the reception has been spectacular."

Nassetta sees potential for 'hundreds' of locations globally.

Nassetta also said Hilton is in the early stages of developing a new luxury lifestyle brand.


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