Hilton's new brand to be called Denizen Hotels

10 Mar 2009 by Mark Caswell

Are you a self-realized maverick, a nocturnal socialite or an eco innovator? Then you may be interested to learn that Hilton has designed a new lifestyle brand for you, under the name Denizen Hotels.

The new brand is officially due to be unveiled later this week, but the website is already up and running (to a fashion) at The site’s content is pretty cryptic at the moment, with references to six personality types, associated with six locations (a clue to future Denizen hotels?):

  • The Self-realized Maverick – Hollywood
  • The Tech(nomad) – New York
  • The Nocturnal Socialite – London
  • The Eco Warrior – Las Vegas
  • The Cultural Cognoscente – Istanbul
  • The Epicurian Explorer – Montreal

Other clues as to the brand’s influences come from phrases popping up on the screen, such as “I am on business but i want it to be a pleasure” and “I want to feel socially reponsible in my consumer choices”. The site also says that “each property will be smart in design, cultural in character and sensitive in service delivery”.

For those of you who didn’t know, the definition of denizen in the Oxford English Dictionary is:

1) an inhabitant; occupant; resident
2) an individual permanently resident in a foreign country where he enjoys certain rights of citizenship
3) a plant or animal established in a place to which it is not native.

So there you go. That’s about all we know for now, but you can expect to have further updates later this week.


Report by Mark Caswell

Update: Hilton has released a statement saying that WAC Trianon Palace - PressRelease - Draft 2 OP.docactive development negotiations are currently underway for Denizen resorts and destinations in key cities throughout the globe; including, but not limited to Abu Dhabi, Austin, Beverly Hills (California), Buenos Aires, Cancun, Hollywood (California), Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City and Washington D.C.

Loading comments...

Search Flight

See a whole year of Reward Seat Availability on one page at

The cover of the Business Traveller June 2024 edition
The cover of the Business Traveller June 2024 edition
Be up-to-date
Magazine Subscription
To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below