Hilton Brands - the Facts and Insights

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The brand of Hilton, topped Marriott, is the most valuable hotel brand in 2018 according to Brand Finance.

“We are very focused on having pure-bred brands that are leaders in their individual segments, that have clearly defined swim lanes, that have premium market share and, as a consequence, help us drive industry leading organic net unit growth," said Christopher Nassetta, Hilton Worldwide CEO. "That’s our strategy. Others have taken different paths …”

The facts

Headquarters: Tysons Corner, Virginia, United States

Founder: Conrad Hilton

Founded: May 31, 1919 (100 years ago in Cisco, Texas, United States, as Hilton Hotels Corporation)

Chairman: Jonathan D. Gray

President and CEO: Christopher J. Nassetta

Locations: 113 countries and territories

Number of properties (including timeshare properties): 5,757

Number of rooms: 923,110

Frequent guest programs (Rewards program): Hilton Honors (formerly Hilton HHonors)

Number of brands: 16

The insights


Brand: Waldorf Astoria Hotels and Resorts

Properties: 31

Rooms: 10,502

Brand promise: In landmark destinations around the globe, Waldorf Astoria Hotels & Resorts truly reflect their location and are fresh expressions of the legendary True Waldorf Service. Guests receive personalized attention that creates unforgettable moments and adds up to memories that can only happen at a Waldorf Astoria. Extraordinary Places. A Singular Experience.

The echo: Waldorf Astoria in New York City, the flagship hotel of Waldorf Astoria Hotels & Resorts, has been shut for a redevelopment for about 3 years. When the Waldorf reopens, the hotel will feature between 300 and 500 guest rooms upgraded to luxury standards and as many as 1,100 hotel converted into condominiums. The Waldorf condos will range from studios to five bedrooms. Hilton Worldwide Holdings Inc. will continue to manage the residences and the hotel. The residences are expected to be ready for move-in and the hotel to reopen in 2021. Will the interlude of Waldorf Astoria in New York City will affect the Waldorf Astoria brand? For now, it does not. Maybe only time can tell.

Brand: LXR Hotels & Resorts

Properties: 2

Rooms: 542

Brand promise: Legendary properties. Lasting legacies. LXR defines luxury through rich, meaningful experiences, not simply the trappings of opulence. Our collection is for those who crave unrivaled accommodations in environments that speak to the world, yet tell their own story, remaining steadfastly true to their heritage and locality.

The echo: Hilton launched the new luxury collection brand LXR Hotels and Resorts, with the former St Regis Dubai Al Habtoor City as the first to join the brand.

Brand: Conrad Hotels & Resorts

Properties: 33

Rooms: 10,625

Brand promise: At Conrad Hotels & Resorts, luxury is a style you can connect with and service that is attuned to your every need. A style that is sophisticated, global and thoughtful. Service so smart, it helps you be an even better you. It’s the Luxury of Being Yourself®.

The echo: If Waldorf is Hilton’s more traditional luxury brand, Conrad is its cooler, hipper little sister. Think of it as the Hilton parallel to JW Marriott.

Upper Upscale

Brand: Canopy by Hilton

Properties: 8

Rooms: 1,244

Brand promise: Check out better. For those seeking an energizing and comfortable experience, Canopy by Hilton is the fresh, neighborhood hotel that creates a positive stay through simple guest-directed service and thoughtful local choices. Our friendly enthusiasts help you discover the best local food and drink, art and music, fun and fitness options.

The echo: Hilton introduced Canopy in 2014, a time when competition is heating up among so-called lifestyle brands, which tend to focus on design to attract a younger, more-fashionable crowd. While the major hospitality companies offer variations on this concept—from quirky and budget-oriented to highly stylized luxury properties—most view lifestyle or boutique brands as crucial to winning over the much-coveted millennial traveler who has been less taken with the traditional boxy-hotel model.

Brand: Hilton Hotels & Resorts (Flagship Brand of Hilton Worldwide)

Properties: 586

Rooms: 215,263

Brand promise: With more than 570 properties across six continents, Hilton Hotels & Resorts stands as the stylish, innovative leader of hospitality. As the most recognized name in the industry, Hilton remains synonymous with the word "hotel." From inaugural balls and Hollywood award galas to business events and days to remember, Hilton is where the world makes history. The flagship brand of Hilton has more than 144,000 Team Members that shape experiences in which every guest feels cared for, valued and respected.

The echo: Hilton Worldwide Holdings Inc. has invested more than $550 million in betting that hotel guests increasingly will use smartphones to choose rooms, check in and unlock doors, as part of their plan redefining tomorrow's full-service hotel. Hilton is aiming to leapfrog competitors that already have rolled out new services like turning mobile phones into room keys. The investment seems to be paying off.

Brand: Curio Collection by Hilton

Properties: 68

Rooms: 13,569

Brand promise: Individuality. It's what unifies the hotels in Curio Collection by Hilton™. These hotels exude authenticity. They capture you. Each with a distinct character and a personality you can't duplicate. Each hotel in the Curio Collection is completely different from the next. Curio is a collection of hand-picked hotels that are authentic, independent and remarkable.

The echo: Curio Collection by Hilton is likened to Marriott's Autograph Collection Hotels and Starwood's Tribute Collection.

Brand: Embassy Suites by Hilton

Properties: 253

Rooms: 58,858

Brand promise: At Embassy Suites by Hilton Hotels, we anticipate travelers’ needs and deliver what matters most. All of our guests are welcomed with a two-room suite, free made-to-order breakfast each morning, and complimentary drinks and snacks for two hours every night. We’re delighted to welcome you in over 200 unique locations, so stay with us and come experience all Embassy Suites by Hilton has to offer.

The echo: This year, Embassy Suites by Hilton is celebrating its 35th anniversary. To kick off this milestone year, the brand announced the signing of an exciting new hotel, its debut property in Aruba. The upcoming oceanfront Embassy Suites by Hilton Aruba Resort is scheduled to open in mid-2021 and is part of Hilton’s commitment to growth across the Caribbean.


Brand: DoubleTree by Hilton

Properties: 559

Rooms: 130,714

Brand promise: DoubleTree by Hilton is a place that’s a world apart from everything, yet with a feeling of the comforts of home. Full-service and full of warmth, DoubleTree by Hilton has more than 400 wonderful places to stay, occupying prime locations in gateway cities and getaway destinations around the globe. Every hotel greets each guest with our warm chocolate-chip cookie welcome — a simple touch that sets the tone to create a rewarding experience for a guest’s entire stay.

The echo: Being famous for its free fresh-baked cookies for arriving guests, doubleTree has been one of the fastest-growing brands in the lodging industry over the past several years. While most hotel brands count on newly built properties to help grow their footprint, DoubleTree has expanded almost entirely by convincing owners of brands such as Marriott, Sheraton and Hilton properties to switch flags. One big selling point: DoubleTree offers greater flexibility and lower costs in terms of property improvements to stay in the brand system.

Brand: Tapestry Collection by Hilton

Properties: 26


Brand promise: Tapestry Collection by Hilton is a gathering of original hotels chosen because of a commitment to being anything but generic. Every place is a reflection of the independent nature of its guests, who want to weave their own story through travel.

The echo: Tapestry, a chain of 3- and 4-star hotels, is being positioned as a more affordable version of Curio, the company’s similarly-curated chain of 4- and 5-star properties that launched in 2014.

Brand: Hilton Garden Inn

Properties: 815

Rooms: 118,675

Brand promise: At Hilton Garden Inn we’re here to support each guest on his or her road to success, and it starts the moment you walk through our doors. With over 530 locations worldwide, we understand what you need to get from one busy, bustling business day to the next, and we’ll go above and beyond to ensure each stay is a successful one. From starting your day with a full, cooked-to-order breakfast to ending it in one of our “oh-so-comfortable” beds, we’ve got the amenities you’d expect at prices you won’t. As a matter of fact, we've been helping our guests take care of business for over 15 years. With state-of-the-art fitness centers for stress-busting workouts, 24/7 business centers with complimentary printing and wireless access — everything we do, we do for you.

The echo: Hilton Garden Inn offers affordable and comfortable accommodations, as well as thoughtful touches and amenities, to both business and leisure travelers. Hilton Garden Inn is one of Hilton’s biggest brands, representing about 12 percent of its entire portfolio and playing in that highly coveted “upscale” space.

Brand: Homewood Suites by Hilton

Properties: 482

Rooms: 54,836

Brand promise: At Homewood Suites, we don’t think going away should mean leaving your whole life behind. So in every suite we give you a spacious living room and a real kitchen with a full-sized fridge, and a comfortable bedroom with space to spread out and organize. You may be surprised at all you get here. But we do it because we think life on the road should be more about life and less about the road. So stay with us and Be at home.

The echo: One strength Hilton has is in its extended stay portfolio and Homewood Suites is generally considered one of the better extended stay brands out there. But has the brand evolved enough to stay competitive in an increasingly crowded market that’s also sharing the space with short-term rental providers like Airbnb or HomeAway? It's believed otherwise, and Hilton needs to do more to make sure the brand keeps up with the times, like that pilot it did with meal kit delivery services.

Upper Midscale

Brand: Motto by Hilton

Properties: 31

Rooms: 10,502

Brand promise: The City Stay, Solved. All the things you want in a hotel without the typical hotel fuss. Motto offers a social common space and thoughtfully efficient rooms designed for flexibility and connectability in the best neighborhoods - plus a knockout sleep experience that will keep you, or you and your crew, rested and ready for more.

The echo: An Uncommon Commons. Meet Motto Commons, a wide open space for wide open use. Café in the morning. Bar at night. Hang and work space for all, with WiFi that’s always fast.

Brand: Hampton by Hilton

Properties: 2,433

Rooms: 250,310

Brand promise: With over 2,200 locations globally, Hampton by Hilton™ hotels offer high-quality and consistent accommodations and amenities. Guests enjoy free Wi-Fi, and free, hot breakfast with fresh baked waffles and hearty oatmeal with toppings. You can count on friendly, helpful service and so much more. At Hampton, making you happy makes us happy. So, if we can make your stay better, talk to any member of our team, and we'll make sure you're 100% happy.

The echo: free Wi-Fi? It’s 2019, free Wi-Fi is available on planes. Hilton actually has more Hampton by Hilton properties than it does for its own flagship Hilton brand. The brand is certainly ubiquitous but it doesn’t necessarily spark excitement. It lacks a personality beyond offering “Hamptonality.”

Brand: Home2 Suites by Hilton

Properties: 290

Rooms: 30,125

Brand promise: Home2 Suites by Hilton is more than a midscale, extended-stay hotel; it’s a spirited and innovative hotel brand for the savvy, value-wise traveler staying a few months or a few nights. From studio and one-bedroom suites to complimentary bonuses like the Inspired Table™ continental breakfast, high-speed Internet access, combined fitness and laundry facilities and inviting outdoor spaces — at Home2, you’re always Free to be you™.

The echo: This more budget-friendly version of Hilton’s Homewood Suites, Home2 Suites definitely fills its niche as a value-driven extended stay brand. But like Homewood, Home2 needs a bit more personality.


Brand: Tru by Hilton

Properties: 53

Rooms: 5,109

Brand promise: Welcome to Tru by Hilton, a revolutionary new brand that is simplified, spirited and grounded in value for guests with a zest for life and a desire for human connection. We have created an original, back-to-basics experience with soul—grounded in value and anchored in the DNA of Hilton—to win the hearts and minds of guests who are looking for social engagement, unexpected certainty and vibrant simplicity.

The echo: Tru by Hilton operates as a franchise, under Hilton. When the launch of the new brand was announced, Tru by Hilton had already signed over 100 franchise agreements. The brand occupies the mid-scale hotel market—wallet- and Millennial-friendly. The hotels offer limited food and beverage options and feature a social area characterized by a large central lobby, referred to as The Hive, that is divided into sections for eating, working, playing and lounging. The front desk, called the Command Center, also have a social media wall to engage guests.


Brand: Hilton Grand Vacations

Properties: 51

Rooms: 8,367

Brand promise: Hilton Grand Vacations develops, markets and operates a collection of high-quality vacation ownership resorts in renowned travel destinations. Offering spacious and well-appointed suites with all the comforts of a second home, Hilton Grand Vacations properties treat owners and guests to uncompromising service in spectacular settings.

The echo: The company also manages and operates two innovative club membership programs: Hilton Grand Vacations Club® and The Hilton Club®, providing exclusive exchange, leisure travel and reservation services for more than 305,000 club members. Top competitors: WorldMark by Wyndham, Marriott Vacations Worldwide (Marriott Vacation Club), Westgate Resorts, Bluegreen Resorts, Diamond Resorts International.

16 Hilton Brands