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Tue 28 Apr 2009 04:00 AM

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The Denizen brand uncovered

As Hilton prepares to launch its 12th brand -Denizen - the company's global head of luxury and lifestyle brands, Ross Klein, explains why this lifestyle concept is a sure bet for future growth.

The Denizen brand uncovered

As Hilton prepares to launch its 12th brand -Denizen - the company's global head of luxury and lifestyle brands, Ross Klein, explains why this lifestyle concept is a sure bet for future growth.

Why did Hilton decide to develop a 12th hotel brand?

We believe that the lifestyle segment in the industry today does not always meet the guest experience and expectations. Based on our research with more than 4500 different respondents - which included developers, owners, travel and trade professionals and consumers - Hilton Luxury and Lifestyle Brands developed a concept that could fill the gap in the market for a hospitality brand that is modern and unique in design, character and service, but without a luxury premium attached.

Is this a luxury brand?

Denizen Hotels is a lifestyle, rather than a luxury brand and is the perfect addition to Hilton Luxury and Lifestyle Brands, which already encompasses Conrad Hotels & Resorts, The Waldorf Astoria Collection and Waldorf Astoria Hotels & Residences. Denizen Hotels provides a modern lifestyle brand aimed at business and leisure travellers alike and responds to the current requests made by Hilton loyalists.

What did Hilton's research reveal?

Our extensive research and beta-testing has shown that guests want value for price paid as well as an international style and global brand assurance. Our aim is to provide a product that is disruptive in the category - an ‘attitude antidote' for those guests whose opinions we gathered when planning this brand and who are feeling disconnected from the lifestyle segment. In Denizen Hotels we will create a guest experience that exceeds expectations.

What will the Denizen brand offer for business travellers?

Denizen Hotels offers business travellers a stylish, smart, modern and urban option in the lifestyle segment without a luxury premium. It provides social and interactive spaces that are exclusive hubs for work, inspiration and relaxation.

Penthouse D, which is our recovery lounge and a guest-only facing service space, is based on taking the best of all the social spaces in the hotel and the best of what some of our airline enthusiasts offer.

The E Den is the technology service throughout the property - it can either be portable and part of your task area as a signature space in room, or can refer to the connectivity that appears throughout the hotel. The E Den is also a specific work station in both Penthouse D and The Den.

What services will Denizen hotels provide for leisure travellers?

Denizen offers leisure travellers a unique guest experience in a market in which they have had to compromise so far. From restaurants to spas to personal technology rich-havens, Denizen anticipates the leisure traveller's needs and desires. With a local touch in design and service, Denizen ensures the a complete cultural experience for the leisure traveller.

Signature spaces for the leisure and business traveller will include The Zen, which is our relaxation space. It offers both a decompression space within the public areas as well as our spa, health, wellness, and fitness programme. In addition, there are touches of the Zen in guestroom products - from our science of sleep research to in-room aromatherapy.

The Nest is our term for our objective for the guestroom itself - when our guests are travelling they are also nesting to recreate the comforts of their home nest - while Restrolounge is the concept descriptor for our interactive, social beverage and food space.

How will Denizen properties combine global standards with a local flavour?

Cultural sensitivity is one of the foundations of the Denizen brand and the Hilton Luxury and Lifestyle Brand portfolio in the Middle East has always respected and embraced the local culture and customs. We are in talks to launch the first Denizen Hotel in the region in Abu Dhabi and will collaborate with local developers on design to ensure that the design and the experience stay in line with the local traditions and customs.

Our focus is on maintaining a consistent brand identity across the globe and incorporating key design elements and threads that will run through each property. Each property within the Denizen Hotels brand will be fundamentally rooted in the local design, customs and culture of their city. From local influences in the epicurean programming, to local design inspiration and artwork, Denizen Hotels creates a tangible link to each local destination while speaking with a global voice to the brand proposition.

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