BEVERLY HILLS, CA: In an effort to expand its presence in the high-end hotel and resort arena, Hilton Hotels has introduced a luxury hotel line, The Waldorf-Astoria Collection.
The premium brand is launching with the Waldorf-Astoria, New York, and three other luxury resorts, including the Grand Wailea Resort Hotel & Spa on the island of Maui, Hawaii; the Arizona Biltmore Resort & Spa in Phoenix; and the La Quinta Resort & Club in La Quinta, CA.
The company said all four hotels would maintain their names, but will add The Waldorf-Astoria Collection designation "as a mark of their exclusivity."
Kathy Shepard, VP of corporate communications, said PR efforts to support the launch will be done location by location.
"There may also be some [national] PR efforts for new hotels that are launched under the brand," Shepard said.
The launch has gotten coverage in The Wall Street Journal, as well as in media outlets in Arizona, California, and Hawaii.