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 Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.


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

Hotels in Chicago, Dallas and Florida's Palm Beach are underway and slated to open over the next two years.

For the week of Nov. 15–21, occupancy dropped to 41.2 percent, down from 43.2 percent the week before.

Two conferences traditionally held in the first half of each year are rescheduling for the second half.