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Hilton to Announce New Lifestyle Brand at 2009
International Hotel Investment Forum in Berlin

BERLIN, Feb. 9, 2009 - The Hilton Family of Hotels will unveil Project Global21, a global lifestyle brand which complements its existing luxury brands, on 10 March 2009 at the International Hotel Investment Forum held 9-11 March. The brand reveal will take place at a press conference at 11:15 and conclude with an evening reception at a Berlin landmark to be announced. 

"We are so pleased that the Hilton Hotels Corporation has chosen IHIF as the location for their exciting brand reveal. IHIF has long been known as the place where new initiatives are launched, and this positively re-enforces that position," says Jon Leibowitz, EVP of Questex Media Group, organisers of IHIF. "We believe this will hold great global appeal for our attendees."

Project Global21 reaffirms the Hilton Family of Hotels' commitment to the expansion and development of the luxury and lifestyle brands. The brand will primarily target local influencers, tech-savvy individuals with a global vision and a high disposable income or those just looking for a sensuous retreat. It will offer guests modern convenience, unparalleled personalization, a smart design and will be committed to innovation.

"Project Global21 is a junction where business meets pleasure forever redefining how guests stay and play. Our hotels will be born modern through smart design, cultural character and sensitive service delivery-- ever enhancing how guests live now and how guest will live in the future," said Ross Klein, global head, luxury & lifestyle brands, Hilton Family of Hotels. "Together, with the Hilton Prestige Portfolio, Project Global21 will add to the balance of global connectivity with local destination flavor, offering travelers a wealth of authentic and unique experiences around the globe."

IHIF attendees and members of the media will have the opportunity to celebrate the brand launch at the evening reception 10 March at IHIF starting at 18:15. 

"Hilton will deliver a captivating journey through the world of the new brand enlightened with the next evolution in hospitality," stated Klein. "We invite all IHIF attendees to join us for this unforgettable evening."

IHIF is Europe's largest gathering of hotel industry leaders, drawing a record crowd of nearly 1,800 in March 2008. For more information, visit 

HotelWorld Network
The HotelWorld Network provides access and opportunity within all facets of the hotel and lodging industry across the globe. It includes flagship brand Hotel & Motel Management, delivering hotel news, analysis and operational strategies; Hotel Design, celebrating the design excellence of hotels, resorts, lodges and destination spas; Luxury Hotelier, reaching four-and five-star hotel owners and operators; and The Hotel Times, focusing on international hotel investment and real estate, plus prominent events such as the International Hotel Investment Forum (IHIF) held in Berlin, Russia & CIS Hotel Investment Conference and IHIF Asia Pacific, all leading events for the hotel investment community, HotelWorld Expo & Conference part of International Hospitality Week held in Las Vegas, and HOTEC Design and HOTEC Operations, a series of forums consisting of pre-scheduled appointments where leaders who influence the future of the global hospitality industry exchange ideas.

Bench Events - A Portal for the Hotel Industry
As organisers of top conferences for the hotel and investment industry, Bench Events is a growing entity that currently hosts hotel investment conferences in Berlin, Dubai and Moscow in partnership with other leading providers. Jonathan Worsley, chairman of Bench Events is one of the organisers and founders of the International Hotel Investment Forum held each year in Berlin. In 2005, he was responsible for launching the successful Arabian Hotel Investment Conference in Dubai, and in 2008, he co-hosted the Russia & CIS Hotel Investment Conference in Moscow. Worsley sits as an advisor to the World Travel & Tourism Council, which represents many of the leading companies operating worldwide in the travel and tourism industry. He is also a shareholder and board director of STR Global, which is the new entity for global benchmarking outside North America following the merger of The Bench, Smith Travel Research and Deloitte's Hotel Benchmark.


International Hotel Investment Forum

Also See: Hilton Hotels Makes Significant New Executive Appointments; Two Former Starwood Execs, Ross Klein and Amar Lalvani, Join Hilton to Advance its Goal of Developing a Presence in the Luxury and Lifestyle Sectors / June 2008



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