Hilton to Launch New 'Four-Plus Star' and Boutique Brands Later This Year

MCLEAN, VA—Later this year Hilton Worldwide Holdings Inc. will introduce its 11th and 12th hotel brands.

Hilton CEO Christopher Nassetta provided some details on the new “four-plus star” brand as well as a new boutique hotel brand during an earnings call on Friday after the company released its fourth quarter results. While he did not divulge the names of the two brands, he said the four-plus star hotel brand will be launched in the summer, while the boutique or lifestyle brand will be introduced in the fall of this year, according to the Washington Business Journal.

“It will aggregate iconic urban and resort hotels that don't really fit in the box of the standards of any of our other brands,” Nassetta said. “We feel those will attract some of our existing customers and other customers that we want to attain, those who are interested in staying in those unique types of hotels.”

Both brands will be very “conversion friendly,” Nassetta added. Franchises are to cover the capital costs involved in the conversion of existing hotels to the new Hiton brands. The lifestyle brand will also involve new construction. See story in the Washington Business Journal.