Meet Hilton’s New Brand, Curio

The Hilton Hotel Corporation announced the addition of its eleventh brand, Curio.

According to Hilton’s news release: “Created for travelers who seek local discovery and authentic experiences, Curio will be a carefully selected, global collection of distinctive four to five star hotels. Just as the word ‘curio’ can refer to something of interest, unique or even rare, each Curio hotel will be different from the next, with individuality being a common thread, along with the quiet reassurance of the Hilton name behind every location.”

In other words, Curio properties will be hotels that don’t fit into the cookie-cutter mold of other Hiltons. (Marriott’s Autograph Collection is a similar concept.)

To start, the Curio collection will include five hotels: the SLS Las Vegas Hotel & Casino; the Sam Houston Hotel in Houston; Hotel Alex Johnson in Rapid City, South Dakota; the Franklin Hotel in Chapel Hill, North Carolina; and an unnamed hotel development in Portland, Oregon.

Of course, when the Curio properties are fully integrated into the Hilton family of hotels, members of the HHonors program will be able to earn and redeem points for Curio stays.

For some travelers, that will be a powerful combination: hotels with local personalities, and a robust loyalty program with global reach.

This article originally appeared on FrequentFlier.com.

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