April 14, 2015 // Franchising.com // PARIS, and McLEAN, Va. – Hilton Worldwide has reached an agreement to rebrand Paris’ Astor Hotel Saint-Honoré under Curio – A Collection by Hilton. The hotel, owned by Maranatha Group, will undergo a substantial refurbishment prior to welcoming its first guests under the Curio brand in 2016 and will open under a franchise between Maranatha and Hilton Worldwide.
Patrick Fitzgibbon, senior vice president, development, Europe & Africa, Hilton Worldwide said, “Having announced our first two hotels in Europe earlier this month, Curio is gaining momentum with an exceptional addition in the heart of Paris’ international fashion district. Independently owned and operated, the Astor Hotel will gain superior customer reach by joining Hilton Worldwide’s growing international portfolio, which includes more than 4,300 hotels worldwide.”
Today’s agreement marks an historic occasion for Hilton Worldwide as Astor Hotel Saint-Honoré was built in 1907 by Lord John Jacob Astor. Lord Astor was also responsible for the development of the Astoria Hotel, which, adjoining the Waldorf Hotel went on to become one of Hilton Worldwide’s most iconic properties – the original Waldorf Astoria New York.
Mr. Olivier Carvin, CEO, Maranatha, said, “We’re embarking on an exciting renovation programme which will preserve and restore this important Parisian landmark for future generations under Curio - A Collection by Hilton. Hilton Worldwide’s unparalleled distribution capabilities and customer base will allow us to maintain the hotel’s unique charm whilst benefiting from global distribution. Joining Curio is exactly what we want for our company -allowing us to find the right partner in order to preserve the soul of our hotels.”
Dianna Vaughan, global head, Curio – A Collection by Hilton said, “Moments away from some of Paris’ top attractions, including the Opéra Garnier and Champs-Elysées, the Astor Hotel will undoubtedly prove popular with guests from across the world. Curio’s appeal is grounded in its ability to offer authentic experiences in unique properties, and we’re excited to introduce the brand to central Paris.”
Curio – A Collection by Hilton celebrates the diversity of upper upscale and luxury independent hotels across the world. Introduced in 2014 in response to owner demand, its portfolio of upper upscale and luxury properties includes hotels such as SLS Las Vegas, and the recently announced Reichshof Hamburg and Rumeli Han Istanbul. No two Curio properties are aesthetically alike. Instead, each hotel maintains its independence, whilst being underpinned by Hilton’s commercial engine, including participation in its guest loyalty programme - Hilton HHonors - which now boasts more than 44 million members globally.
Upon completion of the refurbishment, the Astor Hotel will feature 128 stylish guest rooms and suites, set over six storeys and housed within a traditional, 107 year old building. Lord Astor commissioned the building as his personal dwelling in Paris following a trip to the capital in 1905 and the hotel retains its intricate early 20th Century façade.
Hilton Worldwide recently opened Hilton Paris Opera in the French capital, and now has 13 hotels trading or under development in destinations across France.
The Astor Hotel is located in Paris’ 8th arrondissement, at 11 Rue d'Astorg, 75008 Paris, France. The hotel benefits from exceptional proximity to Faubourg Saint-Honoré, home to the capital’s top haute couture houses. More information about Curio may be found at curiocollection.com. Media may access high resolution images and more information by visiting news.curiocollection.com.
The Maranatha group is the first player to integrate all the activities of the hospitality value chain from financial investment to management and hotel renovation. The Maranatha group raises funds in order to invest in hotels, then renovate with high level designers and manage them to create value.
The teams within the Group bring together two expertise, finance and hotel management, through three functions that feed the concept of hotel management Synergy:
- raise funds from private investors and SMEs thanks to the investments solutions offered
- identify hotels with potential, buy them, analyze and recommend their future positioning and renovate them, if necessary
- renovate hotels purchased in order to create additional value
- manage and optimize hotels
- maximize operating margins
This global vision of the entire hospitality cycle has enabled the Group to have a strong and controlled growth since its creation in 2000. Maranatha’s development line extends from Paris to Brussels, the mountains and the Great South of France, with 48 hotels including several prestigious properties: the Seven Hotel**** (Paris), the Astor Saint Honoré**** (Paris), the Jules César***** (Arles), the Aigle des Neiges**** (Val d’Isère), the Dolce Frégate Provence**** Hotel & Golf (Bandol), the Mas des Herbes Blanches***** Relais et Châteaux (Gordes, Luberon) and the Sofitel Le Louise***** (Brussels).
Hilton Worldwide (NYSE: HLT) is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels. For 95 years, Hilton Worldwide has been dedicated to continuing its tradition of providing exceptional guest experiences. The company's portfolio of twelve world-class global brands is comprised of more than 4,300 managed, franchised, owned and leased hotels and timeshare properties, with more than 715,000 rooms in 94 countries and territories, including Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio - A Collection by Hilton, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton HHonors®. Visit news.hiltonworldwide.com for more information and connect with Hilton Worldwide at facebook.com/hiltonworldwide, twitter.com/hiltonworldwide, youtube.com/hiltonworldwide, flickr.com/hiltonworldwide, and linkedin.com/company/hilton-worldwide.
Curio – A Collection by Hilton (curiocollection.com) is a global collection of distinctive hotels that are woven into the fabric of their destinations. While each one is unique, they are united in their individuality. Curio guests are passionate travelers seeking local discovery and authentic experiences, while resting easier knowing the Hilton name is behind every stay.
Curio joins a portfolio of market-leading brands from Hilton Worldwide, a leading global hospitality company. Access the latest news at news.curiocollection.com or inquire about development opportunities at hiltonworldwide.com/development.
SOURCE Hilton Worldwide
Hilton Worldwide – Europe
+44 (0) 207 856 8723
+1 901 374 6462
Hilton Worldwide (NYSE: HLT) is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels.