Curio will bring together city hotels and four-star plus resorts, and even five-star resorts. Five establishments in the United States have already expressed interest, including the SLS Las Vegas, a casino hotel with more than 1,620 rooms due to open at the end of the summer. But the brand is also looking at historic establishments such as The Sam, a listed building in Houston. Curio will of course continue to expand in Europe and elsewhere in the world.
On the lifestyle front, Hilton is back in the running in a buoyant segment after the aborted launch of Denizen in 2009, with a concept so similar to Starwood's W hotels that the group was condemned for industrial espionage without being able to launch a hype brand before the end of 2013. It remains to be seen whether Hilton will play the designer luxury card or the trendy, low-cost card...
