As we begin a new year, it’s a great time for travelers and industry professionals to learn about the latest hotel brands. Hilton recently launched an innovative branch known as Curio. It features luxurious independent lodging establishments that meet or exceed the chain’s high standards. Curio will allow hotel owners to make their own decisions while profiting from certain aspects of Hilton’s system.
When hotels qualify to join the collection, potential guests will know that they provide clean, comfortable rooms and top-notch service. This appeals to travelers who prefer distinctive yet high-quality lodging. Owners also benefit from the brand’s booking system and marketing efforts. If guests use the Hilton loyalty program, they can accumulate points or exchange them for rooms at any Curio location. This policy will help hotels attract new customers.
Almost 4,000 travel-related businesses participate in Hilton’s loyalty program. Travelers may redeem points at various hotels, shops, restaurants, airports and railway stations. Rewards vary from one Curio location to another. For example, Providence Biltmore guests receive 1,000 points for booking a room at this venerable property. Customers can use the HHonors website or its toll-free phone number to make lodging reservations.
Hilton plans to introduce at least eight Curio properties by 2015. They include well-known hotels in Chapel Hill, Fort Lauderdale, Rapid City, Dallas and Houston. In December 2014, the Providence Biltmore became the latest hotel to enter this collection. Travelers recognize this historic downtown property for its impressive architecture, luxurious amenities and panoramic views. The new brand also hopes to establish a Portland, Ore. location in the near future.
One Curio member is a popular hotel in northeastern Texas. The Highland Dallas offers a gourmet steakhouse, eight conference rooms and a heated swimming pool. Guests often attend high-profile sporting events at nearby stadiums. Travelers can also find a Curio resort in southern Nevada. The SLS Las Vegas boasts a massive ballroom, three nightclubs and a modern casino. Room decor ranges from contemporary to European.
The bottom line is that Curio provides owners and guests with a middle ground between complete independence and chain affiliation. Customers will benefit from Hilton standards and rewards while appreciating each hotel’s unique attributes. At the same time, property owners won’t have to sacrifice their autonomy to gain Hilton’s support. This concept has the potential to boost earnings and guest satisfaction while delivering fresh, distinctive lodging experiences.