Hilton’s newest hotel chain will be called Denizen — as in “citizen of the world.” But how can we not think of the most common use of the word: denizen of the deep. You know, as in the Loch Ness Monster and other hideous undersea creatures.
Let’s hand the mic to Hilton for an explanation.
The name was chosen as a tribute to Hilton’s guests, as denizen literally means “citizen of the world” and guests can expect properties with a consistent brand identity across the globe yet strong influences from local design, customs and cultures. Denizen Hotels will be in cities across the globe and cater to globally-conscious modern travelers, both business and pleasure. Each Denizen Hotel will be technology-rich, smart-in-design and comfortable for each guest, delivering on the Hilton pledge to consistently deliver the highest level of customer service.
Actually, I really like the idea of Denizen Hotels. I’d stay at one.
The name? Not so much.
But the marketing geniuses at Hilton are in good company. There are other hotel chains with even more unfortunate names.
For example:
Aloft — Literally, “aloft” means anywhere about the upper yards, masts and rigging of a ship. Huh? It’s a terrific property and masterfully executed by the folks at Starwood, as I observed last year, but the name says nothing.
Bulgari — If you think of wristwatches or perfume when someone mentions the name Bulgari, you are not alone. Yet our friends at Marriott decided to brand a hotel chain with the Bulgari name in a joint venture with the company.
Super 8 — Actually, Super 8 used to mean something back in 1974 when all rooms cost $8.88. But now I think of a gasoline additive.
Indigo — That’s a color between blue and violet. Not an “innovative brand designed for the style-conscious traveller looking for the individual approach and facilities of a boutique hotel.” Or is it?
Solution? Maybe hotels need to hire the now unemployed car company executives who came up with some truly original names, particularly in the SUV category, to help develop future brands.
I can’t be too critical. After all, you’re reading this post on a site called Tripso.
Now there’s an original name.
