Hilton Launches Denizen Hotels: A New Luxury Brand for an Economic Crisis?
Hilton seems to be positioning Denizens Hotels toward both business and leisure travelers, with properties expected to open in major destination cities—everywhere from Abu Dhabi to Washington, DC. Will a new hotel chain concept boost Hilton’s bottom line or could it prove an expensive flop in uncertain times? For Hilton, the move seems to be reaching out toward a slightly younger, financially solvent, clientele. Hilton’s other luxury brands includes the Waldorf Astoria Collection and Conrad Hotels & Resorts, which may suffer from a perception of stuffiness among 30- and 40-something travelers. The Denizen Hotels seem to be focused on a slightly younger set, with heavy emphasis on both technology and sustainability. Hilton tapped Ross Klein, the former president of W hotels, to head up the brand.Thoughts, dear reader?
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