News Summary

• A trademark and a domain suggest that a new Hilton lifestyle brand called Tortoise may be in the works.
• Hilton had mostly quit building truly new hotel brands from scratch, preferring to buy (Graduate, NoMad) or borrow (a deal with Yotel) But that's changing.
• "There'll be other organic brand launches that you'll be seeing from us in short order," said Christian Charnaux, who returned to Hilton as chief development officer last July.
• The brands will be part of CEO Chris Nassetta's target for a broader portfolio of over 30 brands.