Hilton Launches New Brand: Curio
Hilton Worldwide this week has announced the launch of a new hotel collection called Curio, a group of four- and five-star boutique properties that will maintain their unique identities while having access to Hilton’s resources, including the company’s robust Hilton HHonors loyalty program. While there are plans for Curio to have a global presence, the first five participating hotels are all stateside, including the highly-anticipated, soon-to-open SLS Las Vegas Hotel & Casino, the Sam Houston Hotel in Houston, the Hotel Alex Johnson in Rapid City, S.D., and the Franklin Hotel in Chapel Hill, North Carolina.
This isn’t the first time a large hotel chain has tapped into the fast-growing world of independent hotels. Case in point: Marriott’s four-year-old Autograph Collection, a group of some 60 independent properties, also benefits from the brand’s marketing resources and loyalty program.
Jennifer Flowers is the Hotels & Food Editor at Travel + Leisure. Find her on Twitter at @JennFlowers.