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Business Traveler (USA) - - UPFRONT -

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.

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