Hilton Worldwide has announced the launch of a new hotel brand named Curio. This will be a global soft brand with 4-5 star properties around the world.
It is already reported that five hotels in the US expressed their wish to join the new brand. Hilton will evaluate those enquiries and will analyse how the hotel fits the requirements of the brand. Hilton underlines that hotels that belong to the Curio brand will not lose their identity. Currently, there is demand for differentiated hotels, and Hilton wants Curio hotels to stay as independent and unique as possible. This is a new concept for Hilton, and they plan to develop it.
Currently, the company signed 5 management deals with owners of independent hotels. Probably, the 1,620 guestroom SLS Las Vegas Hotel & Casino will be the catchiest project of the new brand. The hotel is located on the site of former Sahara Hotel & Resort. The renovation costs for this project estimate US$415 million. That includes redevelopment of all three Sahara towers. The hotel is managed by SLS, but they cannot compete with Hilton in terms of distribution network and HHonors loyalty program. This hotel will open already this September. Other new Curio hotels include a historic 97-guestroom Sam Houston Hotel, the 143 guestroom Hotel Alex Johnson, the 67-guestroom Franklin Hotel and The Widewaters hotel, all in the US.