Retaining their own identity
Why are hotel groups launching 'light' brands like Curio?
Mark Nogal - More and more travellers are looking for authentic, local experiences. Individuality is becoming a common thread when travelling, whether for leisure or business. We've also seen a desire among independent hoteliers to retain their own identity while enjoying the benefits of our system such as the Hilton Honors loyalty program. All this led to the launch in 2014 of the Curio Collection by Hilton.
What makes Curio different?
MR N. - Each property is handpicked for its distinctive character and appeal within its city, attracting curious travellers looking for unique experiences. Having the power of Hilton behind these independent hotels gives confidence to the traveller who knows that Hilton has approved the hotel and maintains its quality to a very high standard. HHonors members also have the opportunity to earn and redeem points, which is another benefit.
Where does the collection stand today?
MR N. - It has more than 40 establishments open and nearly 90 projects underway, such as our two Paris hotels, the Niepce and the Astor, which are currently being renovated and will join the collection in 2018. These include historic hotels such as the Del Coronado in San Diego and the Trafalgar St. James in London, as well as conversions of buildings with a rich past, former banks such as the Ames in Boston and the Aleph in Rome, and famous artists' residences such as the Renwick Hotel NYC. Finally, we are also working with developers on new constructions, notably in Portland and Doha.
Also in this dossier: Charming hotels: atmosphere – Testimony of Olivier Bon, co-founder of Experimental Group
