Hilton Worldwide launches independent collection Curio

Hilton Worldwide is launching a new collection of independent hotel properties. According to Businessweek, the new collection is called Curio, and is combining individual hotels that wouldn't normally fit into Hilton brands, such as Embassy Suites or Conrad properties, under one umbrella.

Guests will now be able to earn and redeem HHonors loyalty points at these properties, like other Hilton hotels, a big selling point for hotel owners. With more than 40 million members of Hilton's loyalty program floating around, owners are willing to pay Hilton a fee to tap into the program, as well as Hilton's reservation system.

The collection is targeting four to five-star hotels, including boutique and resort properties. The Washington Business Journal reported that several hotels are already jumping to get into the collection. These properties include The SLS Las Vegas Hotel & Casino; the Sam Houston Hotel in Houston, Texas; the Hotel Alex Johnson in Rapid City, S.D.; the Franklin Hotel in Chapel Hill, N.C.; and an as-yet unknown property in development in downtown Portland, Ore.

Virtual Roundtable

Post COVID-19: The New Guest Experience

Join Hotel Management’s Elaine Simon for our latest roundtable—Post COVID-19: The New Guest Experience. The experts on the panel will share how to inspire guest confidence that hotels are safe and clean and how to win back guest business.

The SLS Las Vegas is the biggest name attached to the collection so far, and the former Sahara Hotel & Resort will open after completing a three-year, $415-million renovation, which will overhaul the property's three existing Sahara towers.

According to Business Traveller, Hilton Worldwide was previously banned from the boutique hotel market for two years after an espionage lawsuit filed by Starwood Hotels & Resorts alleged that Hilton formed its Denizen brand using stolen documents after hiring two former Starwood employees. The ban expired last year, and Curio is just one of two planned collections from the company -- the next is an unnamed brand aimed at tech-savvy travelers. 

Suggested Articles

Demand came in 67,000 rooms lower during the week ended July 4 than the previous week, according to Jan Freitag, STR’s SVP of lodging insights.

Two recent cases address the issue of hotel liability when personnel assist police who have an issue with a guest—here's the lesson for hotels.

The Buccini/Pollin Group has a longstanding connection to the Baltimore region, opening its first hotel in the area in 1997.