Hilton Group Launches New Brand:Denizen Hotels

[Nigelinoz]

I received news of the new Hilton brand,Denizen Hotels in an email today,
unfortunately I can't post the link to the email as it has my name embedded in it but the website for the new brand is here.
Denizen Hotels

 

[Keith009]

Hilton's long awaited 'hip' brand after the demise of Nicky O Hotel, the latest in the line of W Hotel clones along with Edition (Marriott) and Andaz (Hyatt).

More info on Hotelchatter.com:
http://www.hotelchatter.com/story/2...on_Unveils_New_Lifestyle_Brand_Denizen_Hotels

After much speculation, many rumors, and a fairly serious amount of hot gossip about the name of the new chain, our money was on "The Quinn". After all, when we visited TheQuinn.com last night (prior to the announcement), we were redirected to the ProjectGlobal21.com.



But! Denizen it is, and the brand was introduced to attendees of the International Hotel Investment Forum in a less-than-standard way that emphasizes the new chain's apparent focus on sustainability: "a reconstructed vision of the brand experience" was presented in a shipping container for visitors to walk through.



...
Each property within the chain will be unique to its location, reflecting those individual Denizen personalities and incorporating a bit of local flavor into the designs — all while emphasizing a social atmosphere among guests (also referred to as "Denizens"):

Social, interactive spaces will be at the heart of the Denizen Hotels brand, welcoming guests and providing exclusive hubs for relaxation and inspiration. From communal style society restaurant tables for the epicurean explorers to rejuvenation zones which will provide a personal technology-rich haven before or after check-in, Denizen Hotels creates a living community, anticipating guest needs and desires in and outside of their rooms and suites.

Harnessing the diversity of world renowned architects and interior designers such as Charles Allem, Clodagh and David Rockwell to shape and envision each space, Denizen Hotels’ internal and external spaces will reflect the influence and eclecticism of world class international design.
​

The focus on a social, interactive atmosphere doesn't come as a surprise; remember, rumor has it that one of the names originally thrown around for the brand was actually "The Social" (which, really: we're happier with Denizen).

 

[oz_mark]

Interesting claims about Denizen in this article:

In addition to monetary damages, Starwood is seeking a court order that could, in effect, force Hilton to cancel the rollout of the Denizen hotel chain, which it unveiled last month.

Hilton Is Sued Over Luxury Chain - WSJ.com

 

[aus_flyer]

IMHO, sounds too much like the cough medicine (Demazin)

 

[Keith009]

Interesting claims about Denizen in this article:



Hilton Is Sued Over Luxury Chain - WSJ.com

Interesting. Perhaps the situation is complicated by the fact that the people who're launching Denizen were also responsible for launching W for Starwood. Depending on how sensitive the "stolen" data was and how much reliance Hilton has placed on those documents in developing Denizen, this could be a great case for *wood. Notice that Starwood didn't try to sue Hyatt or Marriott for similarly themed brands.

 

[Keith009]

IMHO, sounds too much like the cough medicine (Demazin)

Can't have been lamer than the previously mooted "The Social." :-|

I do look forward to trying Edition (seen Andaz London and not impressed, think W decor but without the glamourous and happening elements) when they get launched. Might even shift some nights over from SPG to MR if they get it right. But not Denizen on principle especially if it's just going to be a pale imitation of W. :evil:

 

[samh004]

Starwood took a different view. Among the information it claims Messrs. Klein and Lalvani took was a concept called the "zen den" that Starwood planned to implement at W Hotels. Hilton executives have referred to the Denizen brand as a "den of zen," the complaint alleges, adding, "within Starwood the name has a familiar ring."

If they can prove that concept was being developed for longer than Hilton can prove they've been developing it, they might stand a chance. Very similar.

Normally when executives leave a company they're forced to sign non-compete agreements, strange that this wasn't included for those two employees. It wouldn't have stopped the eventual rollout, but would have spaced it out a bit more.

 

[Alanslegal]

When I first saw the promotional Hilton email earlier this year - I thought to myself "hey, someone's trying to copy the W's!".

Anyway, I'm surprised how Starwood documents miraculously are returned after being in Hilton's possessions. How did they get there? Who sent them? How long did they have it for? So many unknowns which does present a smelly fish in the bag.

 

[Keith009]

Development of Denizen has been suspended with the an entire team put on leave:

U.S. Probes Allegations About Hilton - WSJ.com

Federal authorities in New York are investigating allegations that Hilton Hotels Corp. used information taken from rival Starwood Hotels & Resorts Worldwide Inc. to create a new luxury-hotel brand.


Hilton said Tuesday it is temporarily suspending development of its Denizen Hotels, the brand at the center of the controversy, as a precautionary move.


The Beverly Hills, Calif., company said it received a federal grand-jury subpoena Monday from the U.S. attorney's office for the Southern District of New York asking for documents relating to Hilton's employment of former Starwood employees.


...


In addition to suspending the Denizen project, Hilton said Tuesday it has placed the two high-ranking employees named in Starwood's lawsuit, Ross Klein and Amar Lalvani, on paid administrative leave "pending Hilton's review of the situation."


The two men, who joined Hilton last summer, were executives in Starwood's luxury group, which includes the company's highly successful W Hotels brand. Neither Messrs. Klein nor Lalvani could be reached for comment.


Hilton also placed on paid administrative leave its luxury-hotel development team, which includes several former Starwood employees.

 

[anat0l]

Development of Denizen has been suspended with the an entire team put on leave:

U.S. Probes Allegations About Hilton - WSJ.com

Admission of guilt?

 

[NM]

Admission of guilt?

Nahh. Just a recognition that the legal process is likely to take quite some time, and in the current financial climate there is no rush to spend money on developing a new product.

 

[Keith009]

Travel Roundup: Injunction on Hilton's Denizen Brand, JetBlue's Sabre Makes Surcharges Easier, Motel Turns Affordable Housing and More | BNET Travel Blog | BNET

U.S. District Court places temporary injunction on Hilton’s Denizen brand — Judge Stephen C. Robinson, U.S. District judge for the Southern District of New York, placed a preliminary injunction on any further work on the Hilton Hotels Corp.’s Denizen brand and using any of Starwood Hotels & Resorts Worldwide, Inc.’s documents or electronic information. Hilton was also ordered to return any Starwood documents or files in their possession. Two executives at Hilton, former Starwood employees Ross Klein and Amar Lalvani, are accused of stealing trade secrets from Starwood and using the information to develop Hilton’s luxury brand, Denizen. The injunction will expire in 90 days.

 

[serfty]

Hilton Hotels is seeking a negotiated settlement

Hotel Newswire: Hilton Poised to Settle Out of Court with Starwood

JUNE 3, 2009 - Hilton Hotels is seeking a negotiated settlement in its corporate espionage case with Starwood rather than seeing the legal spat battle between two of the industry’s fiercest competitors aired in public, thereby avoiding further humiliation of its botched entry into the lifestyle hotel sector.

... Starwood said it in its complaint that the matter amounted to "the clearest imaginable case of corporate espionage, theft of trade secrets, unfair competition and computer fraud."

I wonder if Starwood is ready to settle?

 

[samh004]

Surely this wont be a money thing, if they do settle, they'll also want Hilton not to build this brand?

I don't see how Hilton could ever get into that market now though, as once you've seen market research, you can't just forget it. Every time they want to enter that area Starwood will surely kick up a fuss.