Speaking at a press conference at the International Hotel Investment Forum in Berlin Ross Klein, Global Head of Luxury & Lifestyle Brands, Hilton Hotels Corporation said the brand had been named after 'citizens of the world' and would combine a consistent brand identity across the globe with strong local design influences.

The brand has been created following a research and development process involving owners, developers, travel industry professionals and other stakeholders.

Designers including David Rockwell, Charles Allem, Clodagh and Diana Wong have been involved in creating a brand template that can be adapted for different locations.

Key components of the brand’s design include:

• The Den – a living room / lobby area
• The Nest – a signature bed incorporating work area
• The Portal – a customizable design feature displaying curated artworks
• Penthouse D – a flexible guest-only space taking elements from airport executive lounges

Negotiations are underway for sites in major cities including London, Las Vegas, Mumbai, Panama and Cancun.

Amar Lalvani, Global Head of Development Luxury & Lifestyle Brands, Hilton Hotels Corporation, said a key consideration had to been to ensure the brand had “a global pipeline from day one.” with no bias towards any geographical location or culture. He expects around 75% of the new hotels to be conversions. Properties will range from large resorts to city centre hotels.

More details on Denizen Hotels will be revealed here over the next few days.