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Hilton Launches Curio, a New Brand for Independent Hotels

Jun 02, 2014 9:30 am

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Ditching the big corporate name is good for many people, and keeping the benefits from loyalty programs make it even better.

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Hilton Worldwide is adding more unique hotels to its portfolio, launching a new collection Monday of independent properties. The new brand, called Curio, combines individual hotels that wouldn’t normally fit into other Hilton brands such as Embassy Suites or Conrad.

These upscale hotels are meant to offer travelers more local and authentic experiences. Guests will be able to earn and redeem HHonors loyalty points at the properties, just like any other Hilton.

That’s a big selling point for hotel owners, who end up giving Hilton a fee to be part of the collection. There are more than 40 million members of Hilton’s loyalty program and hotels gain access to them and Hilton’s reservation system.

Marriott International has a similar collection, called Autograph, with 60 properties.

Hilton is starting Curio with five hotels: the SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston; Hotel Alex Johnson in Rapid City, South Dakota; The Franklin Hotel in Chapel Hill, North Carolina and a soon to be named hotel development in Portland, Oregon.

Curio is Hilton’s 11th brand. The company plans to add another one later this year.

Scott Mayerowitz can be reached on Twitter.

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