Hilton to Debut New Brand Aimed at Young Professionals in January

Hilton announced plans to introduce a new brand come January. The new brand will be aimed at a young-professionals demographic, which has become an increasingly competitive segment of the market.

“We’re launching a new brand that’s made for ambitious, modern travelers,” the hotelier said in an invitation to media. “Our thoughtfully designed stylish spaces inspire guests to look up and take notice.”

In July, CEO Christopher Nassetta told analysts during the company’s second-quarter earnings call that Hilton would unveil a new “upscale lifestyle” flag in the coming six months.  The name of the new brand has not yet been announced.

In February, Hilton introduced Signia, a hotel brand dedicated to and designed specifically for the needs of meetings, events, groups, and the business traveler.

(Photo: Accura Media Group)