Hilton Worldwide has launched Curio – A Collection by Hilton. The brand will be a global collection of 4 to 5 star hotels. Hilton Worldwide plans to add the following properties: SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, South Dakota; The Franklin Hotel in Chapel Hill, North Carolina; and a new hotel development in downtown Portland, Oregon.
“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 Christopher J. Nassetta, President and CEO of Hilton Worldwide. “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.”
Curio will be a global collection of distinctive hotels that are related to their destinations. Each one is unique but they are united by their differences. Curio guests are travelers who enjoy local discovery and authentic experiences.