Hilton Launches Denizen Hotels: A New Luxury Brand for an Economic Crisis?

March 11th, 2009, by Mary Winston Nicklin

Hilton Launches Denizen Hotels: A New Luxury Brand for an Economic Crisis?

Just as the global economic outlook worsens, Hilton Hotels announces the launch of a new luxury brand for the “globally conscious modern travelers of the world.” We’ve seen a slew of “Stimulus Packages” and “Recession Specials” at hotels across the country, hoping to jack up their falling occupancy rates. But hotel launches? While we’re suffering from the “AIG effect” and travelers shun conspicuous consumption? Travel guru Peter Greenberg has a few thoughts on this:

Hilton seems to be positioning Denizens Hotels toward both business and leisure travelers, with properties expected to open in major destination cities—everywhere from Abu Dhabi to Washington, DC. Will a new hotel chain concept boost Hilton’s bottom line or could it prove an expensive flop in uncertain times? For Hilton, the move seems to be reaching out toward a slightly younger, financially solvent, clientele. Hilton’s other luxury brands includes the Waldorf Astoria Collection and Conrad Hotels & Resorts, which may suffer from a perception of stuffiness among 30- and 40-something travelers. The Denizen Hotels seem to be focused on a slightly younger set, with heavy emphasis on both technology and sustainability. Hilton tapped Ross Klein, the former president of W hotels, to head up the brand.

Thoughts, dear reader?

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