Hilton announced today the launch of a new hotel brand for independent properties desiring the marketing power and resources of affiliation with Hilton Worldwide. Think Starwood Luxury Collection or Marriott Autograph Collection and you have an idea where Hilton Worldwide is going with the announcement of its 11th brand, Curio – a Collection by Hilton.
There is a website up at CurioCollection.com.
Created for travelers who seek local discovery and authentic experiences, Curio will be a carefully selected, global collection of distinctive four to five star hotels. Just as the word “curio” can refer to something of interest, unique or even rare, each Curio hotel will be different from the next, with individuality being a common thread, along with the quiet reassurance of the Hilton name behind every location. Letters of intent have been signed for the following properties: SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, S.D.; The Franklin Hotel in Chapel Hill, N.C.; and a soon to be named hotel development in downtown Portland, Ore.
Additional Details for Planned Curio Hotels
- Originally opened in 1924, The Sam Houston Hotel is listed on the National Register of Historic Places.For 90 years, “The Sam” has treated guests to an authentic Texas hospitality experience in downtown Houston. American Liberty Hospitality will maintain management of the hotel when it joins the brand later this year.
- Located near the Mount Rushmore National Memorial, Hotel Alex Johnson is also on the National Register of Historic Places and has been a well-known fixture in downtown Rapid City since 1928. Prior to joining Curio next year, the hotel will update its guest rooms, public areas and meeting rooms as part of a multi-million dollar renovation. Hotel Alex Johnson is owned by Cortez LLC, and operated by Isis Hospitality LLC.
- Owned and operated by Wintergreen Hospitality, The Franklin Hotel is located in downtown Chapel Hill, one block from the University of North Carolina campus. It is expected to join the brand in late 2014.
- Construction is planned to begin in early 2015 on a hotel development by The Widewaters Group Inc., in downtown Portland, Ore. The hotel is anticipated to debut as part of the collection in late 2016.
SLS Las Vegas opening Labor Day weekend will be the biggest hotel opening for the city since The Cosmopolitan, Marriott Autograph Collection in late December 2010.
Marriott International will have more competition for new member hotels to its Autograph Collection that has grown to about 60 hotels in the past four years. I enjoyed my visits to Kessler hotels in St. Augustine and Savannah last month that were part of the initial set of Autograph Hotels. Hilton’s Curio will add more hotels previously only available for cash rates to the world of hotel award nights.
Hilton Press Release announcing Curio Collection – June 2, 2014.
Ric Garrido of Monterey, California is writer and owner of Loyalty Traveler.
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