A gentle wake-up call for a venerable centenarian. A century after the opening of the first Hilton in Dallas in 1925, following Conrad Hilton's career debut six years earlier with the purchase of a hotel in Cusco, Texas, one of the most famous brands in the world of travel hears the name of Hilton. a new impetus. The Hilton Arlington Rosslyn The Key in Virginia, with a view of Washington D.C. on the other side of the Potomac, in a complex combining shopping and luxury flats.
Still in its opening phase, the establishment represents " a renewed vision for Hilton Hotels & Resorts, meeting the changing needs of today's travelers while honoring our heritage "said Leonard Gooz, Global Brand Manager. The Hilton Arlington Rosslyn The Key combines 331 rooms with over 2750 m² of MICE space with nine rooms equipped with the latest technology, including a vast foyer and a 725 m² ballroom. All this is complemented at the top of the hotel, on the top of its 36 floors, by a 725 m² event venue, The View at the Key, offering, as its name suggests, a panoramic view of the Arlington skyline and the capital of the United States.
(c) City of Dallas
So far, nothing radically different from the usual Hilton hotels, known for their offer focused on business travellers. These are customers to whom the brand has paid particular attention, notably by making bedside alarm clocks optional, according to the American media outlet Skift, to avoid the visual distraction of screens, and by swapping irons and ironing boards for portable hair straighteners.
In terms of significant developments, this establishment is the first to unveil the brand's new contemporary identityThe new look includes a modernised design, a new logo and redesigned contact points. According to the American media outlet Skift, rather than leaning against a wall, the reception desk is now " in the middle of the lobby ", " teams offering coffee or tea to customers on arrival "sitting in adjacent seats.
In addition to this less formatted way of conceiving reception, there is a new approach contemporary communal spacesThe Locket restaurant aims to appeal to residents and locals alike, offering steakhouse classics, seafood and creative dishes. At the same time, the Locket restaurant aims to appeal to residents and local customers alike with steakhouse classics, seafood and creative dishes, and also includes two private rooms for corporate dinners, for example.
" With this hotel located just behind Hilton's global headquarters, we are fully committed to creating a space where energising connections come to life every day, through stimulating meetings and events, exceptional culinary experiences and immersive moments combining global perspectives and authentic local culture. "explained Leonard Gooz.
It sets the tone for future Hilton hotels. According to Skift, the global brand manager sees the Hilton Arlington Rosslyn The Key as " one of the few inspiration models "for the 171 openings expected by the brand and " a gradual return to fashion "Of the 612 existing Hilton hotels worldwide, more than a hundred are currently being renovated in the United States.
Keeping a close eye on the future of a signature brand: the Marriott group did no different in 2022 when it inaugurated its 8000e hotels in the worldThe new Marriott Bethesda Downtown at Marriott HQ is a direct neighbour of Marriott's headquarters and also a short drive from Washington. Celebrating the Marriott family's 95 years in the hotel business, the hotel featured contemporary interiors, a bar in the heart of its lobby and another on the rooftopThese include meeting areas and state-of-the-art bedrooms.
Like other brands such as Hyatt Regency or the evolution of Pullman at Accor, Hilton or Marriott are examples of the major business brands that today offer themselves detours into the world of leisure to meet travellers' expectations. Another expression of the word "bleisure".
