Hilton plans launch into boutique hotels market

Hilton Worldwide is planning to launch a boutique hotel brand in 2014 to rival Starwood's W Hotels and Marriott's Edition.

Hilton considers boutique market
Hilton considers boutique market

The new hotel brand will have a focus on design and style and will be aimed at affluent, young travellers.

Hilton has 10 brands and a wide range of hotels, ranging from Hampton Inn to luxury names like Waldorf Astoria and Conrad.

In 2009, Hilton attempted to enter the lifestyle brand sector with a hotel brand called Denizen and was in talks with developers in Abu Dhabi, London, Mumbai and New York, before it was hit with a lawsuit from Starwood.

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