Hilton Worldwide Unveils Curio Brand

MCLEAN, VA—Hilton Worldwide today launched Curio – A Collection by Hilton, including plans for the first hotels to join the new brand.

The brand was created for travelers who seek local discovery and authentic experiences, the company said, adding that Curio will offer a carefully selected, global collection of distinctive four- to five-star hotels. Each Curio hotel will be different from the next, with individuality being a common thread.

Letters of intent have been signed for the following properties: SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston; Hotel Alex Johnson in Rapid City, SD; The Franklin Hotel in Chapel Hill, NC; and a soon-to-be-named hotel development in downtown Portland, OR.

“Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty program,” stated Christopher J. Nassetta, president and CEO of Hilton Worldwide. “That desire, combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world, made for the right timing for this launch. Curio is an exciting new brand for us – one of two unique concepts we’ll introduce this year.”

Jim Holthouser, EVP, global brands, Hilton Worldwide, said in a statement, “Curio expands our portfolio to a total of 11 brands and creates additional opportunities to serve our existing customers even better, attract new customers and grow our pipeline. With Curio, we can help owners leverage our scale, scope and expertise while keeping intact each hotel’s individual character.”

SLS Las Vegas, owned and operated by SBE, is located on the northern end of the Las Vegas Strip at the site of the former Sahara Hotel & Resort. The hotel and casino will open following a three-year, $415-million renovation, which includes the total redevelopment of three existing Sahara towers.

Billed as a high-style collaboration between SBE CEO Sam Nazarian, renowned designer Philippe Starck and James Beard Foundation award-winning chef José Andrés, the re-imagination of this 2.5-million-sq.-ft. development will feature an all-encompassing, mixed-use resort and casino with more than 1,620 guestrooms and suites, 30,000 sq. ft. of meeting space and a collection of SBE’s dining and nightlife brands when it opens later this year in time for the September U.S. Labor Day holiday weekend.