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Hilton Looks to Launch Lifestyle Brand Aimed at Millennials in 2014

Excerpt from Wall Street Journal

Dec 13, 2013 11:20 am

Skift Take

Design-heavy boutique hotels are one of the largest hospitality trends today and major corporations are looking for a piece of the profits with new brands that offer a “lifestyle” feel and corporate benefits.

— Samantha Shankman

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 / Hilton Hotels

The front of Hilton Habtoor Grand Hotel in Beirut, Lebanon. / Hilton Hotels

Hilton Worldwide Holdings Inc., which began trading shares on the New York Stock Exchange on Thursday, expects to introduce a new hotel brand in 2014 aimed at affluent, young travelers by emphasizing style and design.

Chief Executive Christopher Nassetta said Hilton is exploring plans for a boutique hotel, or “lifestyle” brand. It would aim to compete with W Hotels, a brand developed by Starwood Hotels & Resorts Worldwide Inc., and Marriott International Inc. fledgling Edition hotels, which the company is developing with famed hotelier Ian Schrager.

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