Hilton Launches New Curio Brand of Boutique Hotels
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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.”
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 Rapid City, South Dakota; and most notably, the massive new SLS Las Vegas.
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.
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