Hilton Hotels is to launch a new luxury boutique brand which promises to offer “exceptional design and service at an accessible price point”.
The new brand Denizen was unveiled today at the International Hotel Investment Forum (IHIF) in Berlin, where guests saw a reconstructed version of the hotel in a shipping container.
Denizen will fit into the group luxury segment with Waldolf Astoria, the Waldorf Astoria Collection and Conrad Hotels and Resorts. The hotels will have communal-style ‘society’ restaurant tables and ‘rejuvenation zones’ for guests.
The company is looking at locations including Abu Dhabi, Beverly Hills, Miami, London and New York City.
Global head of luxiry and lifestyle brands Ross Klein said: “We created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level.
“We are excited to introduce this new concept and look forward to welcoming the denizens of the world to our properties.”
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