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Hilton Seeks To Launch New Luxury Brand
MARCH 10, 2009 --
Hilton Hotels Corp. today announced it is negotiating to develop a new luxury brand in several gateway cities around the globe.
The brand, Denizen Hotels, will be positioned alongside Hilton's current deluxe offerings, the Waldorf Astoria Collection and Conrad Hotels & Resorts. Locations currently under negotiation include several within the United States—New York, Washington, D.C., Miami, Beverly Hills and Hollywood, Calif., Las Vegas and Austin, Texas—as well as in London, Mumbai, Montreal, Abu Dhabi, Buenos Aires, Cancun and Los Cabos, Mexico, Istanbul, Jerusalem and Panama City, Panama.
"While we continue to operate in a challenging macroeconomic environment, the addition of Denizen Hotels demonstrates our commitment to continuing to invest in our long-term growth," Hilton president and CEO Christopher Nassetta said in a statement. "Denizen hotels, a lifestyle brand that will attract business and leisure travelers across cultures and generations and has an authenticity that will appeal to today's sensibilities, will be highlighted by exceptional design and service at an accessible price point."
Denizen properties will vary from location to location, some designed for urban centers and others being larger destination resorts, Hilton said.
The brand is Hilton's second to launch this year, following the launch of midprice extended stay brand Home2 Suites by Hilton in January (BTNonline, Feb. 2).
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