March 10, 2009

Hilton goes after W Hotels with their new lifestyle brand . . . Denizen Hotels


Denizen Hotels by Hilton

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



  1. Ross was hardly the mastermind of W Hotels….he came on board after W was well established. The real mastermind of the brand was Barry Sternlicht himself, along with Guy Hennsley.

    Comment by Shane — March 11, 2009 @ 8:58 am

  2. Ross Klein is not the mastermind of W hotels, Barry Sternlicht is.

    Comment by hazel ooi — March 11, 2009 @ 7:21 pm

    • oops thanks guys for catching that. much appreciated

      Comment by starwood — March 11, 2009 @ 9:35 pm

  3. The Denizens website screams of trying too hard, which is the antithesis of being cool. Tragically unhip.

    Comment by ragin cajun — March 12, 2009 @ 4:01 pm

  4. I am actually a fan of the “W” hotel and I remember reading up on him leaving the W recently in the New York Post. Just because he didn’t launch the W hotel doesn’t mean he doesn’t have the experience. He’s been with the W which is very successful and also worked with other very successful companies like Polo and Ralph Lauren. “He’s the one who integrated the hotel with fashion and brought W to Fashion Week at the tents with the W Lounge” – New york post. I’m am sure this will be a good thing.

    Comment by Dan Caten — March 12, 2009 @ 4:27 pm

  5. […] starwood, starwood hotels — starwood @ 12:02 pm It was less than two weeks ago the Hilton unveiled its new Denizen Hotels lifestyle brand at the Berling Hotel Investment Conference.  Hilton’s been around the block long enough to […]

    Pingback by Hilton teases us with concept prototypes of its new Denizen Hotels lifestyle brand « *wood — March 20, 2009 @ 12:02 pm

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