February 10, 2009
Hilton Cleans up Its Hotel Brand Naming
I am keeping an eye on Hilton as they proceed with their secretive "Project Global 21" plans to introduce a new "lifestyle hotel brand" to the world next month.
The code name sounds impressive, but the brand itself is designed to appeal to people with disposable income and soccer moms. Yes, soccer moms.
Hilton is creating an answer to the rise in boutique hotel naming by putting out a concept that is a combination of "luxury lifestyle" and "homey." I may be wrong, but anything suggesting luxury is going to sound a little intimidating given the struggles hotels are having - even rooms in Vegas are being sold at cut rates.
In addition, I would also like to point out that Hilton has officially done away with the "Waldorf=Astoria" name.
The official naming will be Waldorf Astoria (notice the dramatic lack of a hyphen) and the Waldorf Astoria collection, although I predict that this change will take some time to implement - the Waldorf-Astoria in New York has used the hyphen in the naming scheme since 1931.
There was even a song referring to the hyphen, entitled "Meet Me At The Hyphen" and yet another called "The Waldorf Hyphen Astoria." In fact, the Waldorf-Astoria even had a physical hyphen: a store and office block that bisected the legendary New York hotel's land that made the hyphen all the more part of the hotel's lore.
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