March 11, 2009
Hilton's Denizen Brand Naming Offers Luxury, Or Does It?
Well, sort of.
Denizen actually means "inhabitant," as in "denizens of the forest" or, more commonly, according to the Oxford English Dictionary, "a foreigner admitted to certain rights in his or her adopted country."
A denizen, therefore, is a person inhabiting one defined area.
A "cosmopolitan," on the other hand is literally a "citizen of the world."
Moreover, the word denizen doesn't really have a direct association with luxury, which makes some sense since this hotel is aimed at the "globally conscious modern traveler." The name itself was launched on Monday in Berlin via a "reconstructed vision of the brand experience," allowing visitors to see the vision for themselves in the shipping container in which it was displayed.
Again, a shipping container doesn't exactly exude luxury.
The bloggers are scratching their heads over Hilton's belief that lifestyle brands in any category will find life in this economic environment. One blogger in-particular was wondering if Hilton heiress Paris Hilton was consulted on this decision.
Hotel watchers have noted that the Denizon Hotels web site references six personality types:
- 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
Happy phrases on the site like "I want to feel socially responsible in my consumer choices" also make me wonder if Hilton has identified an elusive luxury-green traveler.
Alan Hart says this is "definitely a wait and see" brand and I think I agree.
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