Hilton Planning New Lifestyle Brand
Hilton Worldwide CEO Christopher Nassetta expects to announce a new boutique hotel brand sometime in 2014, according to an interview he did with the Wall Street Journal at the New York Stock Exchange. Hilton Worldwide began trading on the exchange last week. The lifestyle brand, aimed at young, affluent travelers, would compete with Starwood's W brand and Marriott's Edition, according to the interview. Hilton tried to launch a lifestyle brand, Denizen, in 2009, but a lawsuit brought by Starwood Hotels and Resorts for alleged theft of proprietary information resulted in a court order to cease such development temporarily.