Hilton working on another new luxury brand, which is expected to launch later this year.
CEO Chris Nassetta revealed the development after announcing the hotel company’s second quarter earnings.
No name has been disclosed but it will fit in the upscale segment and target urban markets, he said.
"I would describe it as a click above Hilton Garden Inn for a more urban, mixed-use, higher-end development opportunity," Nassetta added.
"We already soft-launched it with the development community and the reception has been spectacular."
Nassetta sees potential for ‘hundreds’ of locations globally. It is expected to fully launch within the next six months.
Nassetta also said Hilton is in the early stages of developing a separate new luxury lifestyle brand, but that is not expected to launch for some time.
The company saw a second-quarter 8.4% rise in earnings to $2.48 billion.
