Despite the worldwide economic downturn, Hilton recently launched the newest addition to its Luxury & Lifestyle portfolio: Denizen Hotels. Joining such prestigious brands as Waldorf=Astoria and Conrad Hotels & Resorts, Denizon Hotels hotels seeks to attract travelers from both the leisure and business demographic.
The strategic objective of Denizen is to remain a globally recognized brand with a locally customized property. A lofty but respectable goal, time will tell whether Hilton is able to carry another brand on its already bulging portfolio. Even more challenging? The luxury hotel market is flooded with some of the lowest rate offers seen in recent times.
“We are thrilled to welcome Denizen Hotels into our portfolio of brands,” says Christopher J. Nassetta, president and CEO, Hilton Hotels Corp. “While we continue to operate in a challenging macro economic environment, the addition of Denizen Hotels demonstrates our commitment to continuing to invest in our long-term growth. Denizen Hotels, a lifestyle brand that will attract business and leisure travelers across cultures and generations and has an authenticity that will appeal to today’s sensibilities, will be highlighted by exceptional design and service at an accessible price point. This new brand rounds out our luxury & lifestyle portfolio, which includes the Waldorf Astoria, the Waldorf Astoria Collection and Conrad Hotels & Resorts.”
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