Hilton Worldwide Holdings Inc. is looking to launch a boutique or lifestyle hotel brand in 2014.
The operator, which began trading shares on the New York Stock Exchange on Thursday December 12, said the brand would be targeted at affluent, young travellers by emphasising style and design.
"It’s something we’re working on," CEO Christopher Nassetta told The Wall Street Journal, adding that the brand would aim to compete with Starwood Hotels & Resorts’ lifestyle brand W and Marriott Hotels’ Edition.
The group previously launched a lifestyle brand called Denizen, but became embroiled in a legal battle in 2009 with Starwood, which alleged that Hilton had used stolen, confidential documents to create the concept.
Nassetta also said the group was likely to end room-service at many of its existing properties, in favour of a more casual “grab and go” concept which debuted at The New York Hilton Midtown in summer 2013.
US-based Hilton Worldwide Holdings currently operates 10 hotel brands globally.