Hilton Launches New Luxury Brand

Reuters reports that the Hilton Hotels has created a new luxury brand named after the Waldorf-Astoria hotel in New York. The Waldorf-Astoria Collection will compete against luxury hotel brands such as Starwood Hotels and the Ritz-Carlton.Hilton already has a luxe option, the Conrad chain, but feels there is enough room for two brands at the top. The new brand may eventually include about 200 luxury hotels worldwide and the launch includes four hotels.