Hilton Worldwide Holdings Inc. is introducing its 18th brand in the portfolio, a new hotel brand geared toward a young professional crowd.
It is reported that the new Hilton brand has been in the works for about a year and will feature a lifestyle concept, focusing on modern design, and a bar and restaurant scene targeted at both urban travelers and locals, say people briefed on the matter.
Hilton hopes to appeal to a more affluent crowd than it does with some of its existing lifestyle brands such as Motto, or limited-service brands like Hilton Garden Inn, by offering bigger rooms and plusher amenities, sources said.
The lodging company has kept the brand’s name a secret but plans to unveil details next month, say people close to the matter.
The brand is the latest sign that the largest hotel chains see rolling out new brands as key to boosting top-line growth. Hilton, Marriott, InterContinental Hotels & Resorts and other global lodging companies have been expanding worldwide often by relying on a franchise model.