Hilton Worldwide Introduces New Brand

  • Published by Ozgur Tore

Hilton Worldwide launched a new brand: Curio – A Collection by Hilton, also announced plans for the first hotels to join the new brand.

SLS Las Vegas ExteriorCreated for travelers who seek local discovery and authentic experiences, Curio will be a carefully selected, global collection of distinctive four to five star hotels. Just as the word "curio" can refer to something of interest, unique or even rare, each Curio hotel will be different from the next, with individuality being a common thread, along with the quiet reassurance of the Hilton name behind every location. Letters of intent have been signed for the following properties: SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, S.D.; The Franklin Hotel in Chapel Hill, N.C.; and a soon to be named hotel development in downtown Portland, Ore.

As members of the Hilton Worldwide portfolio, Curio hotels will offer guests the benefits of Hilton HHonors, the award-winning guest-loyalty program serving more than 40 million members. Hilton HHonors offers more ways to redeem points than any other guest-loyalty program.

More information about Curio – A Collection by Hilton can be found at


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