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5 Lesser-Known Hotel Brands To Keep An Eye On In 2024
28.04.2024 - 21:33 / forbes.com / Matt Schuyler
Hotel brands may seem a dime a dozen, but there is a reason why there are so many. The idea is two-fold: hospitality companies want to appeal to a variety of consumers while also drawing in different types of hotel and hospitality investors interested in opening a hotel under their brand name.
Travelers are familiar with loyalty program brands like World of Hyatt and Hilton Honors. But, there are also smaller brands worth exploring, some of which may also belong to those same loyalty program portfolios. Consumers can benefit greatly by understanding the variety of brands in the marketplace and in which loyalty programs they participate. Here is a selection of some of the up-and-coming brands worth exploring in the new year as they grow their portfolios.
This hotel brand launched in 1933 and was founded in Portugal. Today, it has expanded across Europe, the Middle East and South America with plans to grow even more under the Minor Hotels umbrella. Minor’s involvement has helped to elevate its luxury profile as it grows the Tivoli brand into a mix of modern and historic architecture.
The portfolio includes both four and five-star hotels. Among them are Tivoli Avenida Liberdade, which belongs to The Leading Hotels of the World group, in Lisbon with its famous rooftop bar and Tivoli Doelen Amsterdam Hotel, the oldest hotel in the city. The Amsterdam property was also home to the famous Rembrandt painting “The Night Watch,” which hung in the building for seven decades. Today, the hotel has a suite with a replica of the painting (the original is now at the Rijksmuseum in Amsterdam).
Minor’s growth plans are impressive with new hotels opening in Tenerife (Tivoli La Caleta Resort), Tivoli Portopiccolo Sistiana Resort near Trieste, Italy, and its first all-inclusive property with Tivoli Alvor Algarve Resort in Portugal. In the coming two years, several hotels are in the pipeline including an expansion into Oman and Bahrain among other countries.
Tivoli is one of the many brands that participates in the DISCOVERY loyalty program, which allows travelers to earn “dollars” that can be redeemed for future stays and on-property experiences.
The Hilton Honors family of brands includes everything from affordable to luxury hotel options. The premium economy segment is growing fast, and Hilton is tapping into this trend with a new brand, Spark by Hilton. There are more than 400 hotels already in the works, but Hilton says the brand could eventually grow to as many as 1,000.
According to Matt Schuyler, chief brand officer for Hilton, this is the “fastest announcement-to-market brand in Hilton’s history.”
It sees this as a fast-growing brand since it will only convert existing hotels into its own brand standards (rather
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