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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.
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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.
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