Hilton Has New Lifestyle Brand In Making? (Second Take)


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.

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