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It seems every major hotel chain is launching some kind of collection or soft brand these days. What’s the story behind Hilton’s Curio Collection?
Hilton has been doing soft branding for over 50 years, but we had hotels that were embedded in each brand. So Hilton has Palmer House or DoubleTree has the Roanoke. We’ve got about 40 hotels that are soft branded in existing brands. Our owner-advisory council for the last several years has been saying,‘Hey, when is Hilton going to launch this kind of collection space?’
The Curio Collection is coming up on its two-year anniversary. What’s been the growth story in that time?
We have 18 hotels open today and about 70 committed in our pipeline. So it really has caught on fire very quickly.
Tell us about the latest properties to join Curio.
The Logan, which is the former Four Seasons in downtown Philadelphia, opened in December. They closed the hotel and did a huge renovation. And the other is Amway Grand in Grand Rapids with 682 rooms, also opened in December. Upcoming there’s London House in Chicago, that’s going to be opening in probably April. And then the other big one is Lincoln Plaza in London.