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Hilton Will Officially Unveil New Boutique Brand March 10

February 10, 2009 at 9:46 AM | by | Comments (2)

We have done lots of speculating about the name — which, by the way, we still have not agreed on — but now we have a date on which we can expect our questions about Hilton's rumored new boutique brand to finally be answered.

Hotels Mag reports that Hilton plans to unveil what they're still calling "Project Global21," a "global lifestyle brand to complement its existing luxury brands," on March 10 at the International Hotel Investment Forum in Berlin.

Ross Klein, formerly of W Hotels, had only this to say about the new brand:

"Project Global21 is a junction where business meets pleasure forever redefining how guests stay and play. Our hotels will be born modern through smart design, cultural character and sensitive service delivery-- ever enhancing how guests live now and how guest will live in the future."

Which, really, is some standard PR speak that tells us not so much. Here's everything we do know about the brand so far: it's supposed to target "local influencers." It's aimed at well-traveled, tech-savvy guests with high disposable incomes (does anyone have a high disposable income right now?) and it will be all about design and innovation. Whatever Klein's been cooking up over there could be something along the lines of W or a Morgans property — or it could be something totally new and different that the hotel scene hasn't had a taste of yet.

We'll keep you posted if we hear any more rumors (names included!) Speaking of which, if you've got any gossip, send it our way.

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Return to » Hilton Will Officially Unveil New Boutique Brand March 10


Better late than...

15 years late, and it's still going to be just an ugly string of hilton's with "modern" decor and techno music. Come on hotel corporations, the Ws are bad enough, please stop.
HighOccupancy on February 10, 2009 at 12:47 PM #Permalink

Hilton needs some buzz

I hope the dowdy Hilton chain comes up with something great and I think they probably will. The W chain didn't even exist back in the day, and now in New York it's an iconic part of the skyline. I would like to see something like the Aloft chain, with an emphasis on the only things that count in this economy: Free internet. A basic health club with free weights, sauna and steam. Free coffee. A great bed. A window that opens, even if it's just a crack. A point system that does not require a billion points to earn a free night (yes, I'm talking about you, Starwood). I also hope there is an emphasis on FRIENDLINESS, (which is something I, paradoxically, always found at the W Times Square). What I do not want to pay for is the 'attitude' you get at hip boutique hotels. If you are a part-time model who is working as a doorman at a Shrager hotel, your job is to open the door. That's it. Make it happen. Don't just stand there talking to your buddy the bellman.

No, wait, forget all that - what I really want is a 'sleep' button on the TV that is easy to program. I want to set the TV to turn off after 90 minutes. I travel for business and there is nothing more miserable than waking up at 3 Am to a Shamwow commercial at full volume.

Ed Monsoon on March 4, 2009 at 11:30 PM #Permalink

Return to » Hilton Will Officially Unveil New Boutique Brand March 10

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