Hilton is not the only company to do so. Chains with multiple brands under their umbrellas take different approaches to such endorsement strategies. “We have learned over time how to leverage our powerful name as an endorser,” said Jim Holthouser, executive VP, global brands for Hilton. “We started with Homewood Suites. When we acquired it in 2000, it was a distant second in its category and struggling with distribution and awareness. When we rebranded Homewood with ‘by Hilton,’ there was a quick turnaround as developers became more interested.” Get the full story at Hotel News Now