Skift Take

Now that lifestyle/boutique is one of the fastest growing categories in the sector, Hilton can't ignore it anymore, though hope it has learned lessons from its recent disastrous foray in the space.

Chris Nassetta, president and CEO of Hilton Worldwide, speaking at Hotel Investment Conference Asia Pacific: “We will ultimately do something in the [lifestyle hotel brand] space…There’s a lot of growth in that space if you look at the numbers, percentage growth rate—the numbers are great. If you look at the absolute numbers, it’s still a relatively small segment, so given our scale in the growth rate in everything else it’s certainly not something that’s held us back. But it’ll be something we want to do.”

Hilton got launched a lifestyle brand called Denizen in 2009, but shortly after the coming-out party, Hilton was accused of corporate espionage and stealing secrets from Starwood to launch the brand, and Denizen suffered a quick, undignified death.

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Tags: hilton

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