On June 2, 2014, Hilton Worldwide announced its newest brand “Curio” to the Hilton Family of Hotels. This move will increase Hilton Worldwide’s portfolio to eleven world-class brands. The Curio Collection was created for “travelers who seek local discovery and authentic experiences” (see official press release). Each hotel in the “Collection” will be carefully selected four to five-star hotels. The only thing this collection will have in common is how distinctly different each property will be.
The goal of the new brand is to provide Hilton a competitive advantage in the hospitality industry (competitors Marriott and Starwood) by offering guests a truly unique experience and allowing hotel owners to leverage Hilton’s scale, scope and expertise while maintaining the character of their property. Guests staying at Curio hotels will be able to earn and redeem points from the Hilton HHonors loyalty program.
Letters of intent have been signed by properties by 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 an unnamed hotel development in Portland, Oregon.