Laurens Zieren takes a moment away from his demanding role as general manager of the New York Hilton Midtown. On a crisp autumn day he chooses to sit in the newly renovated lobby lounge, settling into a plush sofa to observe the steady flow of guests.
“I love watching the movie unfold,” says Zieren, who has led the property since last June, referring to the constant activity of travelers, staff and visitors. The New York Hilton Midtown first opened in the 1960s and reflected Conrad N. Hilton’s bold vision of a hotel as a compact city where everything a guest might need could be found.
Over the decades the hotel has hosted celebrities, business leaders and every U.S. president since John F. Kennedy, making the property an important part of the city’s social and hospitality history.
Since its debut, the hotel has been an early adopter of innovations. In 1999 it introduced one of the first smartcard keyless entry systems, which has since become standard across the industry. At opening the hotel featured one of the earliest private art collections displayed in guest rooms, and the location was near the site of the first public mobile phone call in 1973.
These kinds of pioneering moves reflect the broader strategy of Hilton Worldwide, a company that returned to public markets recently and often sees its shares rise on announcements about new brands and initiatives. The company has launched new brands such as Curio and Canopy and invested heavily in technology designed to streamline guest experiences.
Hilton Worldwide is developing a smartphone-based room key system that will allow guests to use their phones to access rooms. The company has been piloting and testing this mobile key technology with plans for phased rollouts, aiming to make mobile-enabled room access widely available.
What began nearly a century ago as a modest roadside motel in Cisco, Texas, has evolved into a global hospitality leader. In recent years Hilton Hotels & Resorts, the company’s flagship brand, undertook a major reinvention aimed at strengthening its presence in social media and digital engagement, and forming creative partnerships to meet guests where they spend time online.
In a global social media campaign titled “Our Stage. Your Story,” Hilton invited guests to share travel experiences across platforms such as Twitter, Facebook and Instagram using the hashtag #HiltonStory. The 13-week initiative drove significant guest interaction and thousands of entries, reinforcing the brand’s focus on social engagement.
Another industry-first innovation introduced recently is pre-check-in and the ability for guests to select a specific room prior to arrival using digital devices. Hilton executives confirmed that the company was rolling out room selection capabilities at scale, with the intention of offering choices across hundreds of thousands of rooms at thousands of properties. This feature complements other digital services such as mobile check-in and digitized floor maps designed to give guests greater control of their stay.
For meetings and conventions, Hilton has launched digital tools to simplify planning and logistics. The getplanning platform helps event planners collaborate with hotel teams and vendors in real time. Programs such as Meetings Simplified bundle services for small meetings into straightforward per-person pricing, while Connect+ aggregates capabilities at the company’s largest meeting hotels.
Hilton Worldwide continues to expand its brand portfolio and product offerings. Curio – A Collection by Hilton, introduced in mid-2014, emphasizes unique, independently-styled hotels that offer distinct local character. Canopy by Hilton, which debuted in late 2014, targets design-focused travelers with a lifestyle concept that includes social spaces, complementary breakfasts and local touches.
The company is also exploring dual-branded properties in major markets; for example, a combined Hampton Inn and Homewood Suites opened along Chicago’s Magnificent Mile, marking a milestone as the company surpassed a significant inventory threshold. Hilton’s portfolio now spans a wide range of lodging categories, from luxury full-service hotels to extended-stay and focused-service properties.
With a presence in dozens of countries and a growing lineup of distinct brands, Hilton aims to serve a wide range of traveler needs while emphasizing technology, personalization and local experiences. Below is an overview of the company’s major brands and what they offer to their target guests.
Hilton Hotels and Resorts
Demographic: Families, weekend leisure travelers and frequent business travelers
Offerings: Hilton’s flagship brand includes more than 550 properties on six continents and remains a globally recognized leader in hospitality. It focuses on consistent quality and forward-thinking amenities.
Highlight: The London Hilton on Park Lane, located in Mayfair overlooking Hyde Park, was the first U.S. chain hotel in the U.K. and marked a notable moment in British hospitality. The property also offers a tailored welcome program for Chinese guests with Mandarin-speaking staff and dedicated services.
Waldorf Astoria
Demographic: Experienced, affluent international travelers
Offerings: A collection of more than two dozen landmark hotels in prominent locations, offering personalized Waldorf Service and bespoke experiences.
Highlight: The Waldorf Astoria Amsterdam, a boutique property composed of historic canal houses, opened to critical acclaim and underscores the brand’s focus on history and refined service.
Conrad
Demographic: Tech-savvy, affluent travelers
Offerings: With properties across multiple continents, Conrad hotels combine modern technology with curated local connections. The Conrad Concierge app consolidates services and information for guests.
Highlight: Conrad London St. James places guests near major attractions such as Westminster Abbey and Buckingham Palace, blending convenience with style.
Canopy by Hilton’s Rise & Dine complimentary breakfast © Canopy by Hilton
Canopy by Hilton
Demographic: Design-minded leisure and business travelers
Offerings: A lifestyle brand that emphasizes design, social spaces and technology, with features like mobile check-in, complimentary artisanal breakfasts, and local beverage tastings.
Highlight: Multiple Canopy properties are in development across U.S. cities known for vibrant neighborhoods, including Oklahoma City, Indianapolis and San Diego.
Curio – A Collection by Hilton
Demographic: Travelers seeking authentic, locally inspired stays
Offerings: Curio comprises independently managed hotels with distinctive design and local character, expanding into key metropolitan markets.
Highlight: Notable additions include SLS Las Vegas, a large resort on the site of the historic Sahara Hotel & Casino, which joined Curio and brought unique design collaborations and high-profile amenities.
DoubleTree by Hilton
Demographic: Global leisure and business travelers
Offerings: More than 380 hotels worldwide known for attentive service and signature touches like the warm chocolate chip cookie welcome. The brand emphasizes guest care through the CARE Culture initiative.
Highlight: DoubleTree Cairns opened near the Great Barrier Reef region, supporting leisure travel to a prominent natural destination.
Embassy Suites Hotels
Demographic: Families, leisure and business travelers in North America and beyond
Offerings: Embassy Suites features two-room suites, cooked-to-order breakfast and evening receptions, creating a hospitable, apartment-like environment.
Highlight: New international openings, such as the Embassy Suites Santo Domingo, signal expansion beyond the brand’s North American base.
Hilton Garden Inn
Demographic: Transient business and leisure travelers
Offerings: An upscale yet affordable brand that delivers high levels of service and amenities typically found in pricier hotels.
Highlight: New openings continue to place Hilton Garden Inn properties within reach of regional attractions and business centers.
Hampton Hotels
Demographic: Business and leisure travelers seeking dependable value
Offerings: Over 1,900 Hampton properties provide a consistent experience with free hot breakfasts, free Wi-Fi and a comfortable Hampton Bed, backed by a guest satisfaction guarantee.
Highlight: The brand is piloting eco-friendly initiatives such as electric vehicle charging stations at select properties.
Homewood Suites by Hilton
Demographic: Extended-stay guests looking for residential comforts
Offerings: All-suite accommodations with separate living areas, fully equipped kitchens, complimentary breakfast and evening socials on select nights, backed by a Suite Assurance guarantee.
Highlight: New Homewood Suites properties continue to expand in markets that balance urban access with nearby outdoor attractions.
Home2 Suites by Hilton
Demographic: Value-conscious, longer-stay travelers
Offerings: An eco-friendly extended-stay concept that offers customizable rooms, complimentary breakfast, Wi-Fi, outdoor spaces and pet-friendly policies.
Highlight: Rapid expansion includes openings in new countries, reflecting the brand’s fast growth since launch.
Hilton Grand Vacations
Demographic: Club members and vacation owners seeking flexible, high-quality resort stays
Offerings: Hilton Grand Vacations operates vacation ownership resorts and manages membership programs that offer exchange and reservation services to a large base of club members.