Hilton launches new brand of luxury Denizen Hotels
The credit crunch has done little to dampen the ambitions of hotel goliath Hilton. The company announces plans for a new range of top-end boutique hotels at a Hotel forum in Berlin last night.
One of the new Denizen Hotels is set to be built in Las Vegas
The launch of the new brand is a set to position Hilton
at the forefront of a new type of hotel experience and compete with
chic ranges such as W Hotels and the Hyatt’s Andaz hotel concept which
in recent years have stolen a march on the traditional luxury brand.
At a time of unprecedented anxiety in the travel market the new range, called Denizen Hotels, aims to breathe
life into the chain's range of luxury hotels.
The first hotel is tipped to open in Las Vegas, with others following in London, New York, Abu Dhabi, Miami, Istanbul, Mexico and Montreal.
A sketch of the new Denizen hotels
Although details of the project are vague, there is plenty of enthusiasm. According to the Denizen website each new hotel is designed to become a ‘cultural epicenter at each destination cultivating community within its walls’.
Hilton, which also owns the Waldorf Astoria, Waldorf Astoria Collection and Conrad Hotels and Resorts, is calling on world-renowned architects and interior designers such as David Rockwell and Charles Allem to help shape the informal but high-class rooms, bars and restaurants at each individual hotel.
Global head of luxury and lifestyle brands Ross Klein said: ‘We created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level.
‘We are excited to introduce this new concept and look forward to welcoming the denizens of the world to our properties.’
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