Waldorf's opulent tradition made it a household name
Hilton Hotels' plan to launch a luxury chain under its Waldorf-Astoria brand capitalizes on the colorful history of a distinctive hotel for Manhattan's well-heeled.
The Waldorf-Astoria - the legendary Manhattan hotel where Ginger Rogers danced under the stars in the 1945 film Weekend at the Waldorf- is branching out.
Hilton Hotels, which has owned the Waldorf since 1949, is scheduled to announce today it will launch a chain of luxury hotels under the Waldorf-Astoria brand.
The new brand will include business hotels and resorts worldwide and match or exceed the chain's current luxury leaders - Hiltons and Conrads - for its level of amenities.
Starting Feb. 1, Hilton will re-brand three well-known U.S. resorts for which it won management rights this year: the Grand Wailea Resort in Maui, Hawaii; the Arizona Biltmore Resort in Phoenix; and La Quinta Resort near Palm Springs, Calif.
The resorts, whose original names will be accompanied by "The Waldorf-Astoria Collection" designation, will see little change in operations, but they will be added to Hilton's reservations system, Hilton President Matt Hart says.
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Source - USATODAY
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