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Hilton Launches Curious New Hotel Collection, Curio

June 3, 2014 at 8:32 AM | by | ()

We've long known that Hilton Hotels was working on a new hotel brand but we didn't think they'd go the exact same route as Marriott and Carlson Rezidor and create a "hotel collection" that picks up existing hotels, instead of creating an actual new brand. But that's the hand we've been dealt and so here it is--The Curio Collection.

This is the official branding of Curio Hotels:

Individuality. It's what unifies the hotels in Curio - A Collection by Hilton™. These hotels exude authenticity. They capture you. Each with a distinct character and a personality you can't duplicate.

And a little more:

These are hotels as fascinating as the cities they call home. Hotels with stories to tell, and secrets to share. Hotels that stay with you, wherever you go.

This may sound sexy and tantalizing but we've actually heard it all before when other collections from different companies were launched. Also, we're having a hard time getting it up for the initial hotels that have joined the collection: SLS Las Vegas; The Hotel Alex Johnson in Rapid City, South Dakota; The Franklin Hotel in Chapel Hill, North Carolina; and The Sam Houston Hotel in Houston. Ok, we take that back--we are excited about SLS Las Vegas but we're struggling to smile about the others right now.

Not to mention, is anyone else astounded at how similar the logo is to the one for Edition Hotels?

But if you're a Hilton Honors member, you can at least use and earn points at these new properties. More are expected to be added in the near future, including a brand-new hotel which will open in Portland, Oregon in 2016.

And maybe all hope is not lost. Our colleagues at Conde Nast Traveler report that another "unique concept" from Hilton is expected to be announced later this year. Fingers crossed it's not another collection.

[Screengrab: HotelChatter]

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