# Ecoclectic Luxury Hotels Hilton Denizen Brand Targets Globally-Conscious Modern Travelers By Jacob Courtade | Published 2009-03-11 | World Source: Trend Hunter, https://www.trendhunter.com/trends/local-luxury-hotels-hilton-launches-the-denizen-brand References: [caterersearch](http://www.caterersearch.com/Articles/2009/03/10/326591/denizen-brand-marks-hilton-move-into-boutique-hotels.html) & [denizenhotels](http://www.denizenhotels.com/) Despite the worldwide economic downturn, [Hilton](https://www.trendhunter.com/trends/diamond-reserve) recently launched the newest addition to its Luxury & Lifestyle portfolio: Denizen Hotels. Joining such prestigious brands as [Waldorf](https://www.trendhunter.com/trends/guerlain-wellness)=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](https://www.trendhunter.com/trends/burberry-and-the-standard-ibiza-hotel) is flooded with some of the lowest rate offers seen in recent times. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 42% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Hip Hotels](https://www.trendhunter.com/hiphotels) ## Key Themes ### Key Themes Behind This Trend - **Customized Luxury Travel:** Denizen Hotels seeks to attract globally-conscious modern travelers by offering locally customized properties with a focus on sustainable amenities and experiences. - **Eco-friendly Hospitality:** Hilton's Denizen Hotels targets environmentally-conscious travelers by incorporating eco-friendly initiatives and sustainable practices throughout their properties. - **Responsible Luxury:** Denizen Hotels prioritizes responsible luxury by marrying opulent amenities with socially-conscious initiatives, offering sustainable luxury experiences that appeal to discerning travelers. ### Where This Applies - **Hospitality:** Denizen Hotels demonstrates disruptive innovation opportunities in the hospitality industry through their focus on eco-friendly practices, localized customization, and responsible luxury that appeals to modern, globally-conscious travelers. - **Sustainable Tourism:** Denizen Hotels display disruptive innovation opportunities in the sustainable tourism industry by prioritizing sustainability and eco-friendliness throughout their properties, showcasing the need among consumers for responsible and ethical travel experiences. - **Luxury Travel:** Denizen Hotels showcase disruptive innovation opportunities in the luxury travel industry by marrying opulent amenities and socially-conscious initiatives, highlighting a growing trend towards responsible luxury experiences that appeal to discerning travelers that want more than just extravagance. ## Related on Trend Hunter - [Comprehensive Hotel Rebrands](https://www.trendhunter.com/trends/starwood-hotels.md) - [Leisure-Focused Hotel Chains](https://www.trendhunter.com/trends/even-hotels1.md) - [Curated Discovery-Forward Rebranding Strategies](https://www.trendhunter.com/trends/curated-discovery.md) - [Fast-Track Loyalty Programs](https://www.trendhunter.com/trends/diamond-reserve.md) - [Hotel Sleep Experiences](https://www.trendhunter.com/trends/hilton-1.md) - [Hotel Brand Launches](https://www.trendhunter.com/trends/heritage-and-vertex.md) - [Hotel-Inspired Home Scenting Products](https://www.trendhunter.com/trends/hotel-collection.md) - [Anti-Luxury Hotel Designs](https://www.trendhunter.com/trends/chopard-1.md) - [Elegant Ocean Traveling Deals](https://www.trendhunter.com/trends/explora-journeys.md)