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New Brand Designed to Appeal to Globally-Conscious Modern Travelers


Mar 11, 2009 | News

_*BEVERLY HILLS, CALIF., USA – 10 March, 2009:*_ Hilton Hotels Corporation (Hilton) announced today the addition of *Denizen Hotels*, a global lifestyle brand, to the Hilton Family of Brands. Appearing throughout the world in international social epicenters, *Denizen Hotels* will cater to globally-conscious modern travelers of the world.

“We are thrilled to welcome *Denizen Hotels* into our portfolio of brands,” said Christopher J. Nassetta, President and Chief Executive Officer, Hilton Hotels Corporation. “While we continue to operate in a challenging macro economic environment, the addition of *Denizen Hotels* demonstrates our commitment to continuing to invest in our long-term growth. *Denizen Hotels*, a lifestyle brand that will attract business and leisure travelers across cultures and generations and has an authenticity that will appeal to today’s sensibilities, will be highlighted by exceptional design and service at an accessible price point. This new brand rounds out our Luxury & Lifestyle portfolio, which includes the Waldorf Astoria, the Waldorf Astoria Collection and Conrad Hotels & Resorts.”

*Denizen Hotels* will target corporate and leisure guests and creates an international intersection between business and pleasure with an environment that redefines how guests stay and how they play. Each hotel will offer both substance and style, creating a technology-rich, smart-in-design living environment, focusing on connecting emotionally with guests. From innovative check-in experiences to in-room curated comfort, *Denizen Hotels* will harness design and technology inspiration to provide a transformative guest experience for the world citizen.

During a unique unveiling at the International Hotel Investment Forum (IHIF) in Berlin, a reconstructed vision of the brand experience will be presented to attendees within a shipping container. Designed to allow visitors to walk in and experience the space, this bold presentation embodies the eclecticism and global design language of the brand, expressed with the green thread of sustainability – one of the core values of the brand.

“The term denizen literally means ‘citizen of the world,” said Ross Klein, Global Head Luxury & Lifestyle Brands, Hilton Hotels Corporation. “We created this new brand in homage to guests who desire and deserve the best hotel experiences, both on an emotional and functional level. We are excited to introduce this new concept and look forward to welcoming the denizens of the world to our properties.”

*Denizen Hotels* will offer a global voice with a local accent – cultivating a community for guests to connect within each unique location. In addition, *Denizen Hotels* will benefit from being a part of Hilton’s global infrastructure that supports a worldwide network of more than 3,200 hotels and 545,000 rooms in 77 countries. Highlighting local expertise, and blending with a solid support network, *Denizen* properties will provide an exceptional and practical experience at accessible prices in urban, non-urban and resort destinations.

Social, interactive spaces will be at the heart of the *Denizen Hotels* brand, welcoming guests and providing exclusive hubs for relaxation and inspiration. From communal style society restaurant tables for the epicurean explorers to rejuvenation zones which will provide a personal technology-rich haven before or after check-in, *Denizen Hotels* creates a living community, anticipating guest needs and desires in and outside of their rooms and suites. Harnessing the diversity of world renowned architects and interior designers such as Charles Allem, Clodagh and David Rockwell to shape and envision each space, *Denizen Hotels*’ internal and external spaces will reflect the influence and eclecticism of world class international design.

*Denizen Hotels* is primarily aimed at the globally-conscious modern traveler. With developments planned in cosmopolitan, urban cities as well as resort destinations, *Denizen Hotels* provides for everything from an inspiring urban weekend getaway to a rejuvenating retreat or smart business trip in destinations across the globe.

*Denizen Hotels* will range from unique, select experiences to larger destination resorts, creating a unified yet eclectic brand with the assurance of the Hilton brand reputation. Active development negotiations are currently underway for resorts and destinations in key cities throughout the globe; including, but not limited to Abu Dhabi, Austin, Beverly Hills (California), Buenos Aires, Cancun, Hollywood (California), Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.

“Hilton Hotels’ Luxury and Lifestyle brands have heralded a return to the authenticity of Conrad Hilton’s original vision, as realized in the 1950s,” added Ross Klein. “We listened to the comments and needs of our Hilton loyalists and are excited to introduce *Denizen Hotels* as our latest addition to these complementary, best-in-class brands.”

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