Marketing The Luxe Brand: Hilton Hotels + Waldorf-Astoria

For decades, the Waldof-Astoria Hotel was the place to stay in New York City for stars, the nouveau riche and anyone with class. Now, Hilton Hotels Corp. will create a new luxury brand using the name as the “Waldorf-Astoria Collection” to identify the Manhattan property plus three resorts Hilton has acquired the rights to manage.

They include the following — and the names will not be changing:

• The Arizona Biltmore Resort & Spa in Phoenix, Arizona;
• The Grand Wailea Resort Hotel & Spa in Maui, Hawaii; and
• The La Quinta Resort & Club in La Quinta, Riverside County, California.

Read the press release.