
Denizen Hotels by Hilton
UPDATE: Starwood suing Hilton over Denizen Hotels – corporate espionage and theft
Hilton finally unveiled its new lifestyle brand at the International Hotel Investment Forum today. Denizen Hotels is aimed at the globally conscious and modern traveler, and it will target the business travel market as well as vacationers. The new brand will be headed by the former president of W Hotels, Ross Klein.
Straight from the new Denizen Hotels website . . .
Born modern, with global appeal and a local accent, Denizen Hotels will become a cultural epicenter at each destination, cultivating community within its walls. Each property will be smart in design, cultural in character, and sensitive in service delivery. Denizen will redefine how you stay and play.
The first Denizen Hotels are expected to debut in 2012. At this point in time, properties are merely in the planning stages of development according to Hilton representatives I contacted. However, the official press release provides some greater detail and reports, “active development negotiations are currently underway for resorts and destinations in key cities throughout the globe, including, but not limited to Abu Dhabi, Austin, Beverly Hills, Buenos Aires, Cancun, Hollywood, Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.”
“The term denizen literally means ‘citizen of the world,’” says Ross Klein, global head of luxury & lifestyle brands for Hilton. “We created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level. We are excited to introduce this new concept and look forward to welcoming the denizens of the world to our properties.”
Those in the know have been anticipating Hilton’s penetration into the arena of lifestyle brands since it tapped two Starwood execs last year who specialized in luxury, lifestyle hotel brands. In addition to Ross Klein, Amar Lalvani was recruited to be Hilton’s global head of luxury and lifestyle brand development. Previously, these two influential execs helped built the W Hotels brand into what it is today.
Source: Hotels Mag