Hilton Worldwide has announced the launch of Curio – A Collection by Hilton, including plans for the first hotels to join the new brand.
Created for travellers who seek local discovery and authentic experiences, Curio will be a carefully selected, global collection of distinctive 4-star to 5-star hotels. Just as the word ‘curio’ can refer to something of interest, unique or even rare, each Curio hotel will be different from the next, with individuality being a common thread, along with the quiet reassurance of the Hilton name behind every location.
Letters of intent have been signed for the following properties: SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, South Dakota; The Franklin Hotel in Chapel Hill, North Carolina; and a soon to be named hotel development in downtown Portland, Oregon.
“Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty programme,” said Christopher Nassetta, President and Chief Executive of Hilton Worldwide. “That desire, combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world, made for the right timing for this launch. Curio is an exciting new brand for us – one of two unique concepts we will introduce this year.”
Jim Holthouser, Executive Vice President – Global Brands, Hilton Worldwide, said: “Curio expands our portfolio to a total of 11 exceptional brands and creates additional opportunities to serve our existing customers even better, attract new customers and grow our pipeline. With Curio, we can help owners leverage our scale, scope and expertise while keeping intact each hotel’s individual character.”
SLS Las Vegas, owned and operated by SBE, is located on the northern end of the Las Vegas Strip at the site of the former Sahara Hotel & Resort – a location steeped in Las Vegas history. The hotel and casino will open following a three-year, $415 million renovation, which includes the total redevelopment of three existing Sahara towers. Billed as a high-style collaboration between SBE Chief Executive Sam Nazarian, renowned design icon Philippe Starck, and James Beard Foundation award-winning chef José Andrés, the re-imagination of this 2.5 million sq ft development will feature an all-encompassing, mixed-use resort and casino with more than 1,620 guest rooms and suites, 30,000 sq ft of flexible meeting space, and a collection of SBE’s acclaimed dining and nightlife brands when it opens later this year in time for the September US Labor Day holiday weekend.
Sam Nazarian said: “Today’s announcement marks the beginning of an important relationship between SBE and Hilton Worldwide and an opportunity for me to work alongside a mentor and good friend in Chris Nassetta. Our mission to redefine excellence in hospitality to our guests at SLS Las Vegas aligns perfectly with the Hilton Worldwide vision for Curio. We have a proven record of creating brands that provide memorable guest experiences, whether in the hospitality, dining, nightlife or real estate sectors. Partnering with Hilton and Curio allows us to maintain the SLS brand identity while offering the benefits of Hilton Worldwide’s commercial engines and the strength of the Hilton HHonors loyalty programme.”
As members of the Hilton Worldwide portfolio, Curio hotels will offer guests the benefits of Hilton HHonors, the award-winning guest-loyalty programme serving more than 40 million members. Hilton HHonors offers more ways to redeem points than any other guest-loyalty programme.