Every hotel company these days from Starwood, to Kimpton, and even
Marriott have boutique hotel brands. Everyone but Hilton that is.

Sure, Hilton has talked about it before. One of Hilton's own executives have called their plans for a boutique brand "the worst-kept secret in the industry" and Hilton even stole Ross Klein from Starwood to create this mysterious collection. Yet while W Hotels is on the eve of celebrating their 10th birthday, Hilton still has no boutique brand answer. But is that about to change?

It looks like Hilton will finally provide us with some clues in late
January during the hotel industries annual ALIS Conference in San
Diego. Hilton has sent out a press invite which reads in part:

One of HHC's [Hilton Hotels Corporation] core
objectives is global growth; the news shared at this ALIS press event
will outline impetus for growth and an exciting new product concept
designed to meet the needs of an underrepresented segment of the
market.

Even though Hilton is keeping everyone in the dark
about this new brand, we've been able to find out that the hotels will
be a 4.5 star "lifestyle" hotels with about 200-300 rooms and will be
located throughout the world. Also the food and beverage components
will be outsourced, probably meaning a celebrity chef (probably of Gordon Ramsay
type caliber) will be headlining the restaurant and room service menu.
As for any more details on the mystery brand, you'll just have to wait
until January 26th like the rest of us.