Hilton today unveiled its move into the boutique market with the launch of Denizen Hotels.
Denizen, which will target both business and leisure travellers, will sit in Hilton's Luxury & Lifestyle portfolio, alongside the Waldorf Astoria, the Waldorf Astoria Collection and Conrad Hotels & Resorts.
The hotel group said Denizen hotels will be located in "cosmopolitan, urban cities as well as resort destinations".
Negotiations are currently underway for properties in cities including London, Abu Dhabi, Austin, Beverly Hills, Buenos Aires, Cancun, Hollywood, Istanbul, Jerusalem, Las Vegas, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.
Caterersearch revealed the plans to launch a boutique brand last August. Hilton recruited Ross Klein and Amar Lalvani, who developed the premium W brand for rival group Starwood Hotels & Resorts, to head up the Denizen project.
Architects and interior designers such as Charles Allem, Clodagh and David Rockwell have been involved in the design of the properties.
Christopher Nassetta, president and chief executive of Hilton Hotels Corporation, said: "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 travellers 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."
By Daniel Thomas
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