La Quinta Resort Switches From Waldorf Astoria To Curio Collection

Last week, La Quinta resort in California, close to Palm Springs and Rancho Mirage, changed its Hilton brand affiliation.

The resort has been designated as Waldorf Astoria since I first stayed there back in 2008, but it is now part of Curio Collection, Hilton’s soft brand for hotels that don’t quite fit any other.

You can access La Quinta Resort here.

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Curio Collection & Waldorf Astoria definitions by Hilton:

Curio – A Collection by Hilton is Hilton’s latest brand and will be a carefully selected, global collection of distinctive four and five star hotels that offer travelers local discovery and authentic experiences in key markets. Just as the word “curio” can refer to something of interest, unique or even rare, each Curio hotel will be different from the next, with individuality being a common thread, along with the quiet reassurance of the Hilton name behind every location.

Waldorf Astoria Hotels & Resorts is Hilton’s luxury brand of iconic hotels committed to personal service and culinary excellence in landmark locations around the world. Each property delivers unforgettable experiences and offers a strong sense of arrival with impressive public spaces worthy of hosting history. Guests can expect True Waldorf Service from the moment they book their stay to the moment they check out.

They were sending Waldorf Astoria branded emails as recently as August.

Conclusion

The brand standards of Curio Collection are very relaxed compared to Hilton’s Waldorf Astoria, which is the hotel chain’s most distinctive.

I guess that the owners of La Quinta didn’t want to spend the money to keep the property under the Waldorf Astoria and instead switched the flag to Curio Collection or were unwilling to provide the services that the higher brand association requires.

I have been to this La Quinta property twice in the late 2000s and early 2010s. The accommodation, back then, was very casita-style and not ultra high end that you would associate the Waldorf Astoria with. Curio Collection, in that sense, is a better fit, as long as they don’t start cutting corners with the service and amenities.