Five years ago, Hilton was about to launch its lifestyle brand Denizen. Plans got derailed after SPG sued the company for corporate espionage after two employees behind the W brand were hired by Hilton to develop it.
Part of that settlement, Hilton agreed not to launch a lifestyle brand for number of years, but now the provision has expired.
Hotel News Now had a piece about these plans on a recent article (access here).
Hyatt has Andaz, Starwood has W and Marriott has Edition, which has had va ery troubled launch. What Hilton currently has to counter these brands? Nothing really.
Developing a lifestyle brand takes a lot time and effort as Marriott’s botched Edition launch demonstrates. Starwood launched the W brand back in 1998 and now has 44 hotels open under the brand.
If Hilton decides to go ahead with lifestyle offering, I doubt that we see any significant number of properties before mid 2020’s.