Hilton Worldwide says Curio will be ‘a carefully selected, global collection of distinctive four to five-star hotels’.
The first hotel to open under the Curio brand will be the SLS Las Vegas Hotel & Casino. This will be followed by hotels in Texas and North Carolina.
Hilton Worldwide says the new Curio branding will allow for ‘individuality’ in the range, with ‘the quiet reassurance of the Hilton name behind every location’.
It says, ‘Just as the word “curio” can refer to something of interest, unique or even rare, each Curio hotel will be different from the next.’
The Curio brand is the 11th brand to be set up by Hilton Worldwide. Its other operations include Conrad and Waldorf Astoria.