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Hilton Launches New Brand

Waldorf Astoria
Hilton Hotels Corp on Tuesday launched a new luxury brand named after its landmark Waldorf-Astoria hotel in New York as part of its plans to expand internationally after a recent acquisition.

The Waldorf-Astoria Collection, which would compete with other luxury hotel brands such as Starwood Hotels and Resorts Worldwide Inc.’s St. Regis and Marriott International Inc.’s Ritz-Carlton, would be a combination of co-branding existing hotels and new properties, said Chief Operating Officer Matthew Hart.