by Michael J. Shapiro | May 19, 2015
Hilton Worldwide is rebranding its Embassy Suites Hotels and Hampton Hotels by adding the "by Hilton" designation to each. The change applies to all U.S. hotels, as elsewhere the brands were already using the moniker. The move therefore will improve consistency across the brands globally, as well as reinforce the brand identities within Hilton Worldwide's portfolio. The phased rollout of the change begins this quarter and will affect all Hampton offshoots as well, specifically Hampton Inn by Hilton and Hampton Inn & Suites by Hilton. According to the lodging company, the DoubleTree by Hilton rebranding that occurred in 2011 has had a positive effect on that brand's performance, and also influenced the naming of Hilton's newest flags: Canopy by Hilton and Curio -- A Collection by Hilton.