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Differences ‘common thread’ among new Hilton brand

Hilton Worldwide has unveiled its latest brand, Curio – A Collection by Hilton, with the SLS Las Vegas Hotel & Casino among the first properties to bear the Curio name.


A collection a of distinctive four to five star properties, Hilton says the new line of hotels has been created for travellers who seek “local discovery and authentic experiences”.


According to Hilton, each Curio property will be unique, with “individuality being a common thread”, and offer the “quiet reassurance of the Hilton name behind every location”.


Hotels in Houston, South Dakota, North Carolina and Oregon, as well as the Las Vegas property, have already signed on to join the new brand.


Located at the site of the former Sahara Hotel & Resort, the new SLS Las Vegas Hotel & Casino will open in September following a three-year, US$415 million renovation, which includes the total redevelopment of three existing Sahara towers.


The Nevada property will comprise more than 1,620 guest rooms and suites, 30,000 square feet of meeting space, and feature a collection of dining and nightlife brands.


“Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty program,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide.


“That desire, combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world, made for the right timing for this launch.


“Curio is an exciting new brand for us – one of two unique concepts we’ll introduce this year.”


Curio brings Hilton’s portfolio of hotels to eleven brands.


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Written by: Mark Harada
Published: 4 June 2014

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