The Hilton Group is planning to rebrand up to ten of its UK hotels as the first step in rolling out top-end luxury Conrad Hotels, owned by US counterpart, Hilton Hotels Corporation.
A number of the 81 Hilton Hotels in the UK will be entirely rebranded as Conrad, while others will have a floor or tower allocated to the brand.
There are currently 12 Conrad Hotels worldwide, including one in London’s Chelsea Harbour. The UK roll-out is a joint venture between the Hilton Group and the Hilton Hotels Corporation.
Tricia Field, spokeswoman for Hilton Group, says: “We are looking at developing the Conrad brand as a luxury brand within the Hilton properties by having, for instance, a Conrad wing or tower, depending on the design of the individual hotel.”
While both hotel brands cater for corporate business travellers and the upper end of the leisure market, the company says the two brands are not competing with each other.
It says the facilities and level of service offered by the Conrad brand is on a par with hotels such as The Ritz. “They are both luxury brands, but the Conrad hotel caters for a very particular kind of traveller who wants a very personal service and that little bit extra,” says Hilton Group spokesman Charles Anson.
“Conrad Hotels or wings will offer more services and have additional features in the rooms such as better-quality bed linen,” he adds.