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Hilton Worldwide unveils Curio brand

Monday - 6/2/2014, 8:03am  ET

If you like the offbeat when you travel, Hilton wants your business. CEO Chris Nasetta said last month that HIlton Worldwide would roll out a new brand of four- and five-star hotels. Now we know its name. Hilton said Monday the new brand will be called Curio -- A Collection by Hilton. Hilton promises each property will be different from the next, created for travelers who seek local discovery and authentic experiences.

Several properties are already on board. Hilton said that letters of intent have been signed for the SLS Las Vegas Hotel & Casino; The Sam Houston Hotel in Houston, Texas; Hotel Alex Johnson in Rapid City, South Dakota; The Franklin Hotel in Chapel Hill, North Carolina; and a soon-to-be-named hotel development in downtown Portland, Oregon.

Perhaps the headline act of the new brand so far is the SLS Las Vegas. It is located on the northern end of the Las Vegas Strip at the site of the former Sahara Hotel & Resort. The hotel and casino will open following a three-year, $415 million renovation, which includes the total redevelopment of three existing Sahara towers.

McLean-based Hilton Worldwide Holdings Inc. (NYSE HLT) has a portfolio of more than 4,100 managed, franchised, owned and leased hotels and timeshare properties, with more than 685,000 rooms in 92 countries and territories.

© 2014 American City Business Journals, Inc.

Tags: travelhiltoncuriohotels