Editor's Viewpoint
Recent Posts
- Revenue Management Be Damned
- Admiring Joe Goverman
- Hope And Reassurance
- Limited Visibility At NYU Conference
- Coming Back To Mexico
- What Are You Doing This Summer?
- Summer In The City
- Catching Up On My Blog
- Good News Friday
- Creative Hotel Marketing
Recent Comments
- PHT85 on Revenue Management Be Damned
- David G. Benton on Revenue Management Be Damned
- Bonnie R. Spalding on Revenue Management Be Damned
- patrick on Revenue Management Be Damned
- David Hayes on Revenue Management Be Damned
Most Commented On
- Annoyed By Earth Hour (16)
- Is It Time For Greater Hotel Security? (16)
- An Historic Night In America (14)
- Are We Not Social? (13)
- Revenue Management Be Damned (8)
Archives
- June 2009
- May 2009
- April 2009
- March 2009
- February 2009
- January 2009
- December 2008
- November 2008
- October 2008
- September 2008
- August 2008
- July 2008
- June 2008
- May 2008
- April 2008
- February 2008
- November 2007
- October 2007
- September 2007
- August 2007
- July 2007
- June 2007
Blog
Hilton Hotels' Lifestyle Launch: The Real Story
December 4, 2008
The Internet has spawned a lot of gossip, innuendo and rumor about the hotel business. The latest piece of bad information came from various Web sites who guessed Hilton was going to launch its new lifestyle brand at the ALIS conference in San Diego this coming January. Wrong! I pretty much knew that was wrong based on recent conversations I had with Hilton executives, but because I could not get them to admit it on the record, I chose not to report it.
Now, this morning, I received an e-mail from the producers of the Berlin investment conference in March. As I suspected and Hilton execs all but admitted to me, this will be the time and place for Hilton to launch its new lifestyle brand on the evening of March 10. Perhaps they are choosing Berlin because they want to accentuate the global nature of the brand and Hilton’s general desire to fast-track its global development pipeline.
Here is what I do know about the brand: With a project name known as Global 21, it is considered a luxury lifestyle brand and should feel more accessible and homey than its competition such as W and Edition. It should work for soccer moms as well as businessmen and will probably be more in keeping with Hyatt’s Hyatt Place brand—but perhaps a bit more fun and clever, not intimidating. Edgy is not the way Hilton is choosing to go.
Global 21 will also be a conversion opportunity for owners and that is where Hilton thinks it will have an important point of difference over much of its competition. Expect Hilton to launch this brand in Berlin with a global pipeline in place, much like Marriott did when it announced Edition last January.
The launch party in Berlin looks like it will be big. “Tucked away in a Berlin landmark, guests will enter the world of the brand through an eclectic adventure enlightened with the next evolution in hospitality,” the invitation reads.
As for the ALIS conference, the rumor mill suggests this launch will be a mid-market extended-stay brand. But I am not one to spread rumors.
Posted by Jeff Weinstein on December 4, 2008 | Comments (4)
Reader Comments
at 12/4/2008 2:55:58 PM, LandTycoon commented:
Maybe it's because they don't anticipate as much development activity in the U.S. - where people are trending toward more affordable alternatives in the midscale, such as the extended stay option they've leaked.
at 12/4/2008 4:56:34 PM, Jon Crisp commented:
Whatever Hilton's created, you can bet it will be well done. Thier proven record of success and support will make this a serious option for those of us in the development circles.
at 12/8/2008 6:04:19 AM, Hotel employee commented:
This will be an exciting addition to their already widening portfolio and their decision to launch in Europe is well suited strategically. I would however caution management to use their monies for the launch wisely (not extravagantly) since many people are losing their jobs and many employees who still have them, are not getting pay raises. It will be interesting!
at 12/13/2008 2:50:50 AM, Essam Alashry commented:
It's great idea to do it in Europe with the globalization strategies, Hilton is always pioneer in exploring the world of hospitability, good luck.