Curio Collection by Hilton is yet another one of the upscale hotels of Hilton Worldwide. However, Curio remains an independent brand with its hotels and resorts managed in a Curio fashion. In June 2014, Curio was established by Hilton Worldwide as its first “collection” hotel brand. It only took three years since for Curio Collection to acquire over 30 hotels and resorts in 7 countries. Even though Curio uses its own strategy, thy incorporate Hilton’s reservation system and guest-loyalty program to further incentivize their clients’ stays. The brand is based in Mclean, Virginia. Its operations extend to South America, Europe, Middle East & Africa, and Asia. This range continues to compete with Marriott’s Autograph Collection Hotels and Starwood’s Tribute Collection. Still, Curio remains the go-to for global getaway accommodations. Their focus on travelers’ needs has brought a rapid growth in the brand—30% just 3 years within its opening.

Curio Collection takes a scientific marketing approach in serving and attracting guests. They made a Buzzfeed-like quiz on their platforms to know their potential and existing clients more. In just over a month, they had nearly 24,000 completions and more than 55,100 social media engagements with campaign content. That’s why to this day, their luxurious services remain unmatched by its competition—their direction leans towards targeting specific needs and audiences.