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by Michael J. Shapiro | August 18, 2010

Bucking a recent trend among some U.S. properties to ditch the word "resort" from their names, Hilton Worldwide has officially added the term to its flagship brand, now known as Hilton Hotels & Resorts. The new name is meant to better emphasize the brand's leisure portfolio, according to a statement, as well as to clearly distinguish the hotel brand from the parent company. More than 70 resorts, with 11 in the pipeline, are in the Hilton Hotels & Resorts family. The hotel brand also unveiled a new logo, a slight makeover of the previous one.