Hilton Worldwide moves close to launching a lifestyle brand

Hilton Worldwide looks set to re-enter the boutique hotel market, three years after it was forced to abandon its development of the Denizen brand.

Christopher Nassetta, chief executive of Hilton Worldwide, told the Wall Street Journal that the company is working on a new brand which will be aimed at "affluent, young travellers and emphasising style and design". It is expected to be launched in 2014.

Hilton is now free to consider launching a boutique brand again as it has been three years since the company was banned for 24 months from entering the lifestyle market after settling out of court with Starwood Hotels and Resorts over a corporate espionage suit.

In 2009 Starwood claimed that Hilton had stolen documents to help it develop Denizen after two of its former employees, who had helped launch its successful W brand, moved to Hilton.

Nassetta also suggested that Hilton Worldwide is considering replacing traditional room service at its full-service hotels with cafeteria-style food outlets. This follows the abolition of 24-hour room service at the 2,000-bedroom New York Hilton Midtown.

http://www.catererandhotelkeeper.co.uk/Articles/10/03/2009/326591/Denizen-brand-marks-Hilton-move-into-boutique-hotels.htm" target="_blank" rel="noreferrer">Hilton Worldwide now free to launch boutique brand >>](http://www.catererandhotelkeeper.co.uk/articles/24/5/2013/348695/hilton-worldwide-now-free-to-launch-boutique-brand.htm)

[Hilton to settle out of court with Starwood in Denizen row? >>](http://www.catererandhotelkeeper.co.uk/articles/5/6/2009/328090/hilton-to-settle-out-of-court-with-starwood-in-denizen-row.htm)

[Denizen brand marks Hilton move into boutique hotels >>