Hilton Worldwide has confirmed the introduction a boutique brand within its group, which will be named Curio – A Collection by Hilton.
The first five Curio hotels are expected to be opened in the USA ahead of a world-wide roll out.
The company’s CEO and president Chris Nassetta says that Curio will be introduced in response to travellers demands for distinctive hotels that can be booked and managed within the group’s loyalty programme, Hilton Honours.
Created for travellers seeking local discovery and authentic experiences, Curio will be a carefully selected, global collection of distinctive four to five star hotels, the company said.
“Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty program,” said Nassetta.
“That desire, combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world, made for the right timing for this launch. Curio is an exciting new brand for us – one of two unique concepts we’ll introduce this year.”
Among the first hotels under the new brand will be SLS Las Vegas Hotel & Casino, which sits on the northern end of the Las Vegas Strip at the site of the former Sahara Hotel & Resort.
Owned and operated by SBE, It will open later this year following a three-year, US $415 million renovation, which includes the total redevelopment of three existing Sahara towers. When completed, it will have 1,620 guest rooms and suites, as well as 30,000 square feet of flexible meeting space.
Another Curio property will be The Sam Houston Hotel, which originally opened in 1924. American Liberty Hospitality will maintain management of the hotel when it joins the brand later this year.
Meanwhile, Hotel Alex Johnson, located near the Mount Rushmore National Memorial, will join the Curio portfolio next year, once its guest rooms, public areas and meeting rooms have been updated as part of a multi-million dollar renovation. Hotel Alex Johnson is owned by Cortez LLC, and operated by Isis Hospitality LLC.
Owned and operated by Wintergreen Hospitality, The Franklin Hotel in downtown Chapel Hill, near the University of North Carolina campus, is expected to join the brand in late 2014.
In early 2015, construction will begin on a hotel development by The Widewaters Group Inc in Portland, Oregon. The hotel is anticipated to debut as part of the Curio collection in late 2016.
As members of the Hilton Worldwide portfolio, Curio hotels will offer guests the benefits of Hilton HHonors, the company’s guest-loyalty program serving more than 40 million members.