Hilton Worldwide announced the creation of a new brand called Curio, that will be a selection of four- to five- star hotels, for travelers searching for authentic experiences and local discovery.

Hilton Worldwide presents Curio-A Collection by Hilton, a new collection of hotels in which each unit will be unique and authentic, especially created for travelers seeking local discovery and authentic experiences.

To launch the brand, Hilton Worldwide Group has already signed letters of intent for the following properties: SLS Las Vegas Hotel & Casino, The Sam Houston Hotel in Houston (Texas) Hotel Alex Johnson in Rapid City (South Dakota), The Franklin Hotel in Chapel Hill (North Carolina). Another hotel in downtown Portland is under development and should be added to this list soon.

Christopher J. Nassetta, president and CEO of Hilton Worldwide, remarked: "Our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system, including our Hilton HHonors guest loyalty program.”

The group won’t stop there: the brand Curio is one of two new concepts that the group will launch this year, as Christopher Nassetta announced previously (read our article).