Hilton Worldwide in discussion for 90 Curio hotels

New brand set to make Middle East debut in Qatar in 2016

Curio will make its Middle East debut at Mall of Qatar in 2016
Curio will make its Middle East debut at Mall of Qatar in 2016

Hilton Worldwide is in discussions for more than 90 properties to be added to one of its newest brands, Curio.

Launched earlier this year, Curio – A Collection by Hilton is a collection of independent hotels which aim to have individual, local touches, while at the same time offering guests the benefits of staying at a Hilton property, including access to loyalty scheme HHonours.

While there are currently only five hotels under the Curio umbrella, Hilton is actively pursuing a number of opportunities for the brand, as president and CEO Chris Nassetta explained in recent earnings call.

“We… continue to have extraordinary developer interest in Curio, our recently launched collection of unique four to five star hotels,” he said, according to Seeking Alpha.

“We’re in discussions on more than 90 properties and we've already opened 3 properties totalling over 2800 rooms since the brand launched in June including the SLS Las Vegas Hotel & Casino, the Highland in Dallas and as of yesterday the Diplomat in Hollywood, Florida. In total, Curio plans to open five hotels totalling almost 3200 rooms by year-end.”

Curio, which will make its Middle East debut in Qatar in 2016, was joined in Hilton’s brand portfolio last month by Canopy by Hilton, the operator’s first stab at the lifestyle hotel segment.

As reported, Hilton expects hotels under the new brands to appeal to a broader segment of the market than some of its competitors’ lifestyle efforts.

“We believe that new brands such as Curio and Canopy help further our goal to serve any customer, anywhere in the world for any lodging need they have,” added Nassetta. “By doing so, we drive more customer loyalty, higher market share premiums, better returns for our hotel owners and that in turn drives faster net unit growth that should ultimately drive premium returns for our shareholders.

“We can also serve more customers by intelligently deploying our existing brands in different regions around the world and optimizing those brands for local markets.”

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