Hilton CEO Reaffirms Commitment to Launch Lifestyle Brand in 2014

Dennis Schaal

May 9th, 2014 at 12:03 PM EDT

Photo Credit: The Conrad brand is the closest thing Hilton has to a lifestyle brand. Hilton Worldwide

Skift Take

Every big chain needs a lifestyle brand, or so goes the thinking, but Hilton Worldwide will launch one this year with a twist, going after a broader market segment with a lower-priced brand.

Hilton Worldwide sees an opportunity in going where its competitors allegedly fear to tread -- namely, the launch of an "accessible lifestyle" brand that would attract guests for stays at lower price points than the likes of Marriott's Edition Hotels, Hyatt's Andaz, and Hyatt's Element and Aloft. Speaking during Hilton Worldwide's first-quarter earnings call May 9, C

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