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Hilton's Boutique Brand Not Quite Ready for the Limelight

December 4, 2008 at 3:32 PM | by | Comments (0)

The other week we speculated (based on other internet reports) that Hilton Hotels would finally announce it's boutique hotel brand in January at the annual ALIS conference in San Diego.

Yet our giddiness over learning about a new boutique brand from one of the big-box hotels has been deflated, thanks to an industry rag's latest news.

Jeff Weinstein, Editor-In-Chief of HOTELS Magazine reports on his blog today:

As I suspected and Hilton execs all but admitted to me, this [Berlin Investment Conference] will be the time and place for Hilton to launch its new lifestyle brand on the evening of March 10.

Yup, we gotta wait until March now to hear about Hilton's plans for the boutique hotel world.

Weinstein did get a pretty good scoop on what the brand will be like. Here are the details:

With a project name known as Global 21, it is considered a luxury lifestyle brand and should feel more accessible and homey than its competition such as W and Edition. It should work for soccer moms as well as businessmen and will probably be more in keeping with Hyatt’s Hyatt Place brand—but perhaps a bit more fun and clever, not intimidating. Edgy is not the way Hilton is choosing to go.

But that still leaves the question--what is Hilton announcing at the ALIS Conference? After all, they did send out invitations about a new concept. We took another chance on the internet speculation and rumor mill and the overall consensus is that Hilton will announce a new mid-priced extended stay hotel brand.

Meanwhile, we're glad to see that Ross Klein is keeping busy at Hilton and not letting one lone dissenter hold him back from creating some great hotel projects.

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