Hilton’s Waldorf-Astoria brand

Hilton Hotels, which has owned the Waldorf since 1949, is expected to announce today that  it will launch a chain of luxury hotels under the Waldorf-Astoria brand. The new brand will include business hotels and resorts worldwide and match or exceed the chain’s current luxury leaders, Hiltons and Conrads, for its level of amenities. Starting 1st February 2006, Hilton will re-brand three well-known U.S. resorts for which it won management rights this year: the Grand Wailea Resort in Maui, Hawaii; the Arizona Biltmore Resort in Phoenix; and La Quinta Resort near Palm Springs, California.