Hilton Launches New Curio Brand of Boutique Hotels

by on June 3, 2014 · 8 comments

in Hilton, Hotel Industry

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In an attempt to keep up with the Joneses, Hilton just announced the launch of “Curio,” a collection of independent properties that don’t necessarily fit within their pre-existing brands, such as Conrad or DoubleTree. This seems to be in a direct competition to Marriott’s Autograph Collection (including the Blue Moon in Miami Beach), which has a similar aesthetic. Hilton states that they are aiming to create a collection of hotels that are “authentic, independent and remarkable.”

Curio by Hilton

Curio by Hilton

Guests staying at Curio properties will be allowed to earn and redeem Hilton HHonors points, and although their place on the Hilton redemption chart has yet to be released, our guess that it will be towards the higher end. The website is still in a “Coming Soon” state, but the collection has announced that its first five hotels will include the Sam Houston Hotel in Houston, Texas; The Alex Johnson Hotel in Rapids City, South Dakota; and most notably, the massive new SLS Las Vegas.

Using Hilton HHonors Points

Using Hilton HHonors Points

It’s nice to see another opportunity to use Hilton HHonors points (which I don’t highly value), and given the opportunity for this collection to grow, it will be interesting to see what properties will be added in the future.

See this related post:

Major Hilton HHonors Devaluation Announced: Aspirational Awards Become More Expensive, New Categories and Seasonal Pricing

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  • Savvy Consumer

    I wish their HHonors points had some value :-)

  • Mike G.

    Watch them add a new tier for these hotels.

  • NewBobtheBuilder

    Hilton is a scam…

  • LivingintheME

    We just did a weekend at the Hilton Salalah Resort in Oman. Rooms there typically go for about $100+ during the off season. We had two rooms for three nights and used a total of 30k points. That works out to $.02/point. I’ve gone as high as $.024/point during race week in Abu Dhabi. Not to mention the numerous opportunities at points with cash that often push the redemption rate to well over $.01/point. There is value there though probably not at your local Hampton Inn.

  • LAKnight

    I wonder if we may use AXON reward on that hotel. *wink *wink. ;)

  • matthewsf

    At what point are they just adding new brands for the sake of creating a new niche, that may or may not really be there? I just stayed for the first time at a Home2Suites, their newest/youngest brand. When i asked what made the hotel different from Homewood Suites, they listed all the benefits and nuances. But after my stay, the only thing I could determine was that it was a cheaper execution from top to bottom…breakfast, constuction, furniture, room layout and function. Very disappointing. I guess you can create a need and brand it anyway you want.

  • szuperdan

    This new Brand now affords us additional upscale properties to visit – seems like a good thing to me. We use Hilton points primarily for overseas hotels. Yes, I find the points less valuable than before but still beneficial at places like the Maldives, UAE, etc and at all Conrad properties worldwide (Singapore, Tokyo…) Couple this with the way non-US properties treat Diamond members and we usually get a significant upgrade, the Executive Lounge provides full breakfast/dinner and all alcohol is complementary. The cost savings of using points diligently and being and Diamond can be significant.

  • ocscorpio

    Diamond has a fair bit of value IMO. Even when I’ve paid for rooms (vs. using points), I’ve usually been able to get really good upgrades with my Diamond status that made the rate I paid for the room I ultimately got a complete steal.

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