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Hilton Launches Denizen Hotels: A New Luxury Brand as Travel Industry Slumps?

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Hilton hotel logoThe bad economic news keeps on coming, yet Hilton Hotels Corporation has announced the launch of a new luxury brand, Denizen Hotels.

Hilton seems to be positioning Denizens Hotels toward both business and leisure travelers, with properties expected to open in major destination cities—everywhere from Abu Dhabi to Washington, DC.

Will a new hotel chain concept boost Hilton’s bottom line or could it prove an expensive flop in uncertain times?

For Hilton, the move seems to be reaching out toward a slightly younger, financially solvent, clientele. Hilton’s other luxury brands includes the Waldorf Astoria Collection and Conrad Hotels & Resorts, which may suffer from a perception of stuffiness among 30- and 40-something travelers.

The Denizen Hotels seem to be focused on a slightly younger set, with heavy emphasis on both technology and sustainability. Hilton tapped Ross Klein, the former president of W hotels, to head up the brand.

The brand will be confined to fairly major destination cities for the time being, with Hilton Hotels Corporation announcing that it has “active development negotiations … currently underway for resorts and destinations in key cities throughout the globe; including, but not limited to Abu Dhabi, Austin, Beverly Hills (California), Buenos Aires, Cancun, Hollywood (California), Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.”

This is the second new brand that Hilton has announced this year. In January, Hilton announced a new all-suite extended-stay brand called Home2Suites.

By Matthew Calcara for

Related links: Austin Business Journal, Reuters

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