Hilton to Launch a New Upscale Brand

During Hilton’s 2nd quarter earnings review, CEO Chris Nassetta alluded to the idea that a new upscale brand of Hilton is in the works. While the new brand does not have a name yet, it is going to be slightly above Hilton Garden Inn and have an urban feel and mix-use of business and personal travel but will target luxury markets. Nassetta says, "We already soft-launched it with the development community and the reception has been spectacular."

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