with curio we can help owners leverage our scale scope and expertise while keeping intact each hotels individual character jim holthouser executive vice president global brands hilton worldwide said global hospitality group hilton worldwide has launched a new brand of hotels curioa collection by hilton created for travellers who seek local discovery and authentic experience that desire combined with the current size of the independent hotel market and demand for differentiated hotel stays around the world made for the right timing for this launch curio will be a global collection of distinctive four to five star hotels and letters of intent have been signed for converting the sls las vegas hotel casino the sam houston hotel in houston texas hotel alex johnson in rapid city south dakota the franklin hotel in chapel hill north carolina and a soon to be named hotel development in downtown portland oregon into curio properties according to a statement from the company curio is an exciting new brand for us one of two unique concepts well introduce this year he said curio expands our portfolio to a total of eleven exceptional brands and creates additional opportunities to serve our existing customers even better attract new customers and grow our pipeline our customers and owners have expressed strong interest in a brand from us that includes hotels that can retain their unique identity but also deliver the many benefits of our system including our hilton hhonors guest loyalty programme said christopher j nassetta president and ceo of hilton worldwide 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 the statement said chennai the companys portfolio of brands is comprised of hilton hotels resorts waldorf astoria hotels resorts conrad hotels resorts curio a collection by hilton doubletree by hilton embassy suites hotels hilton garden inn hampton hotels homewood suites by hilton home2 suites by hilton and hilton grand vacations