Hilton Extends Waldorf-Astoria Brand

Hilton's President and COO Matt Hart unveiled plans for the Waldorf-Astoria Collection—a new co-branded portfolio that will consist of independent, well-established luxury properties or existing high-end Hilton or Conrad hotels. Hotels in the collection will maintain their identity, but benefit from the support of Hilton's reward program, technology, sales and marketing forces and reservations system. The first three resorts in the collection (in addition to the Waldorf-Astoria in New York City) are former KSL Resorts that have recently been acquired by CNL Hotels & Resorts: the Grand Wailea Resort Hotel & Spa in Maui, the Arizona Biltmore Resort & Spa in Phoenix and La Quinta Resort & Club in California. Effective Feb. 1, these properties will be managed by Hilton. Hart also announced plans for a new-build Waldorf-Astoria brand. Properties will only be located in gateway cities and premier locations and offer the highest standards in service. No projects have been announced.

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