Hilton Worldwide Holdings Inc. plans to launch two new 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."
