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Hilton launches new soft brand Curio

Hilton Worldwide announced on Monday the launch of Curio – A Collection by Hilton, a global soft brand that will feature 4-star and 5-star properties.

Hilton Worldwide, McLean, Virginia, said that five properties, all located in the U.S., have signed letters of intent to join the collection. Hilton said the soft brand will help owners leverage the company’s scale, scope and expertise while keeping intact each hotel’s individual character.

“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 Chris 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.”

The five properties that have signed with the new brand include:

  • The 1,620-room SLS Las Vegas Hotel & Casino, located on the Las Vegas Strip and owned and operated by SBE. Located on the site of the former Sahara Hotel & Resort, the property is scheduled to open for the September U.S. Labor Day holiday weekend following a three-year, US$415 million renovation, which included the total redevelopment of three existing Sahara towers. “Our mission to redefine excellence in hospitality to our guests at SLS Las Vegas aligns perfectly with the Hilton Worldwide vision for Curio,” said Sam Nazarian, SBE CEO. “Partnering with Hilton and Curio allows us to maintain the SLS brand identity while offering the benefits of Hilton Worldwide’s commercial engines and the strength of the Hilton HHonors loyalty program.”
  • The historic 97-room The Sam Houston Hotel, which originally opened in 1924. American Liberty Hospitality will maintain management of the Houston hotel when        it joins the brand later this year.
  • The 143-room Hotel Alex Johnson, located in Rapid City, South Dakota, and currently a member of Choice Hotels International’s Ascend Collection. The property is owned by Cortez LLC and operated by Isis Hospitality LLC and will update its guest rooms, public areas and meeting rooms as part of a multi-million dollar renovation prior to joining Curio next year.
  • The 67-room The Franklin Hotel, located in Chapel Hill, North Carolina, which will join Curio in the latter part of this year.
  • A hotel under development by The Widewaters Group in Portland, Oregon that is anticipated to join the collection in 2016.
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