Hilton Worldwide has launched a new marketing campaign and website update in support of the new Curio – a Collection by Hilton brand’s rapid growth in North America and Europe, the company announced Wednesday. Inviting guests to “Be Intrigued” by each of the independent properties in the collection, the campaign was designed to “capture the individuality and authenticity” of the hotels in the collection, which includes properties like the Diplomat Resort & Spa in Hollywood, Florida and The Highland Dallas.
The campaign uses black and white photography to highlight the attributes that are distinctive to each property that impart an almost dream-like quality. There’s certainly an intriguing emphasis on sharing a bit of the unique history of each hotel with tidbits such as the facts that The Highland Dallas opened as a Hilton property nearly a half century ago and once featured a tiki room as one of its food and beverage outlets (a Trader Vic’s, to be exact), or that some of the guest suites at SLS Las Vegas were designed by a team assisted by Lenny Kravitz.
“Since our launch in June 2014, the Curio brand has offered guests hand-picked hotels with a special character you can’t duplicate – properties that truly embody the fabric of their cities – backed by the reassurance that comes with the Hilton name,” said Dianna Vaughan, global head, Curio – A Collection by Hilton. “The new website and campaign highlight the brand’s unique collection of hotels and illustrate the journeys of discovery that let our guests be intrigued in each of the communities we serve.”
When zoomdune.com asked what plans are upcoming for the fast-growing brand, Vaughn indicated there are no plans to slow the momentum: “The next few months – and into 2016 and beyond – will be a very exciting time for the brand as we continue our rapid global growth. With upcoming hotel openings in a diverse set of unique destinations that include Houston, Hamburg, Jamaica, Rapid City, South Dakota and Paris, the common thread that unifies each hotel joining Curio is individuality – from the cozy and the grand to the elegant and the bold.”
Guests are encouraged to share their experiences at Curio properties with the hashtag #BeIntrigued. Hilton is also offering bonuses for Hilton HHonors members for stays completed between April 17 and July 31 to generate excitement for and awareness about the brand. There are currently six open properties under the Curio banner, with dozens planned to join the collection in late 2015 and throughout 2016.
Collections of independently branded and operated properties are a hot new trend among North American hotel management companies. Similarly to Curio, Marriott International operates the Autograph Collection, and Starwood’s Luxury Collection was recently joined by the new Tribute Portfolio.