Dive Brief:
- Hilton’s Curio Collection debuted in San Francisco with the opening of Trimbri Hotel San Francisco, Hilton announced Monday.
- The 236-room hotel in San Francisco’s Mid-Market neighborhood features conceptual design by global firm Bjarke Ingels Group and New York’s Handel Architects. California’s Group I and New Ceremony developed the property.
- Curio is one of a handful of conversion-friendly brands driving portfolio growth for Hilton. The company signed a record 15 Curio Collection hotels in the third quarter of 2024 alone.
Dive Insight:
Timbri Hotel San Francisco’s design is inspired by both the city and nature, including a green-infused color palette and an art program featuring works by local Bay Area artists. Guest rooms offer floor-to-ceiling windows with city views, soaking tubs and minibars “stocked with local favorites,” according to Hilton.
The property includes a rooftop bar and terrace, Rise Over Run; a lobby bar, Dark Bar; and a fast-casual coffee shop, Spoke Coffee & Café.
It also includes 6,250 square feet of flexible indoor and outdoor meeting space, including a solarium with skyline views and a 2,000-square-foot hospitality suite with an adjoining terrace.
Hilton described the hotel’s location as “a gateway to the city’s theater district.” The property is within walking distance to the city’s Moscone Convention Center.
Conversions accounted for more than 30% of Hilton’s signings in the third quarter of 2024, “driven by the strength of Spark and continued momentum across Curio, Tapestry and DoubleTree,” CEO Chris Nassetta said on an earnings call in October.
The company signed a record 15 Curio properties in Q3 as part of its ongoing lifestyle push, Nassetta noted.
In November, Hilton opened the Hotel Alpenrock Breckenridge, a Curio Collection hotel, in Colorado.
Hilton’s other conversion-friendly hotel brands include the midscale Spark by Hilton, which launched in 2023 and now has more than 6,000 rooms across the U.S., the U.K. and Canada, Nassetta said on the October call.
