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.
{ 6 comments… read them below or add one }
All I can think of is a term a friend dubbed a crazy man we encountered one day on a recycling run: Denizon of the Dump. … As for car execs naming hotels, you want the same people who came up with Nova (“no go”) to name a place we’re going to sleep?? Coucher Salir Hotel?
The last Hilton hotel I stayed at, we checked in to a suite where the bedding had not been changed. I know have a free night credit to a hotel in a city I probably will never re-visit. It will be a while before I become a “denizen” of Hilton hotels.
Well, there are certainly *some* lodging names that make sense… sort of.
Residence Inn – Bo-ring. Besides, I don’t know anyone who actually “resides” there.
Courtyard by Marriott – OK, except that a lot don’t seem to have any actual courtyard.
Holiday Inn – except they don’t seem to be catering to holiday travelers any more.
I could go on, but the point is, the lodging industry has only a handful of choices. They can name the line after a founder or important person (Hilton, Marriott), they can go with an allegedly descriptive name that may not fit (Quality Inn, Courtyard), or they can go with something creative that (hopefully) inspires pleasant thoughts about the brand — after all, that’s what the brand name is about, right?
To me, “Indigo” conjures up Mood Indigo, Indigo Buntings, deep blues – which I think of as restful. Boutique hotels sometimes, though not always, strive for this kind of hip but trendy vibe where you can relax.
“Aloft” makes me think of peaceful balloon rides, feathers aloft – softness; fitting if the hotels had, say, exceptionally comfortable and relaxing beds.
“Bulgari” makes me think of the watches, yes, but more importantly, that kind of stylish, expensive accessory in general. Would be fitting, I think, for a hotel chain that was determined to be high-style and cutting edge in all its services. Whether they live up to that, I don’t know.
I do agree Super 8’s name has outlived its usefulness.
You want the people who brought you the PROBE to name hotels! I actually cringed when that was the car I ended up with on a trip. I’d also agree that there is a total lack of originality in the naming game. It’s like they threw some letters together and called it the new whatever they are marketing.
My personal pet peeve is the naming of cruise ships. We now have both the Disney Dream and NCL’s Dream, Disney’s Fantasy and Carnival’s Fanstasy,
Royal Caribbean’s Freedom of the Seas and Carnival’s Freedom, RCI’s LIberty of the Seas and Carnival’s Liberty. I mean, really, do they do it to confuse people on purpose?
Looks like Hilton is following Citizen M. They have trendy marketing; ultra “cool” hotel rooms and its all high tech except for the great feather bed. Citizen/Denizen a bit to close and still a silly name – although I do like the folks at Hilton.
I love the name. It’s literal meaning is “citizen of the world” which is why the hotel was named that. Many words have many different meaning’s. Not only does it have a good meaning but it’s also easy and the ears and easy to say. I think it’s genius and kinda catchy too.