Crimson Hotels to Convert Recently Acquired Regency Hotel to DoubleTree by Hilton London-Kensington

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. October 08, 2015

LONDON, EN. and McLEAN, VA. October 8, 2015 - Crimson Hotels has acquired London's Regency Hotel for more than £100 million and reached an agreement to convert it to DoubleTree by Hilton London - Kensington. The news follows a franchise agreement between Crimson and Hilton Worldwide (NYSE: HLT).

DoubleTree by Hilton London - Kensington will be Crimson Hotels' fourth hotel under the brand, joining properties in London's West End, Victoria and Woking. Crimson plans to invest £10 million prior to opening under DoubleTree by Hilton, including the addition of a new lobby, and refurbished bar and lounge, serving fresh, seasonal dishes.

Patrick Fitzgibbon, senior vice president, development, Europe & Africa, Hilton Worldwide said: "We are opening, on average, one DoubleTree by Hilton hotel every month across Europe, Middle East & Africa. London is a particularly active market with robust fundamentals - and is now home to 10 DoubleTree by Hilton hotels. Crimson's strong track record with our upscale brand makes it the ideal partner with which to introduce our newest property in the capital."

London's appeal as a cultural and commercial hub means that there is year round demand for quality hotel accommodation. The capital hosted record numbers of visitors in 20141, and investment into the city's hotel market reached unprecedented levels over the same period.

CEO of Crimson, Aly Kassam commented: "Building on our current portfolio, this will be our third DoubleTree by Hilton in central London and our fourth in the UK. This unique opportunity to renovate and rebrand the hotel under DoubleTree by Hilton is consistent with our focus on acquisition of hotels in prime locations."

The hotel is situated in the exclusive Royal Borough of Kensington & Chelsea within close proximity of Hyde Park, and includes 203 stylish guestrooms, a health club and a range of meeting spaces. Guests will be within walking distance of many of London's top cultural attractions, including the Natural History Museum, Victoria and Albert Museum, and the Science Museum.

DoubleTree by Hilton hospitality starts with a warm chocolate chip cookie upon arrival and continues through the award-winning Hilton HHonors® guest reward program, a Sweet Dreams® by DoubleTree Sleep Experience and its industry-recognized Culture of CARE.

John Greenleaf, global head, DoubleTree by Hilton said: "DoubleTree by Hilton London - Kensington is set to be an impressive new destination, on the doorstep of some of the city's top visitor attractions. Our unique service culture provides guests with the welcoming touches to ensure an exceptional stay - leaving visitors to our 10 London hotels plenty of time to explore the city."

DoubleTree by Hilton London - Kensington will be located at 100 Queen's Gate, London SW7 5AG and is expected to welcome its firsts guests in early 2016.

[1] Source: London & Partners

About Crimson Hotels

Privately owned company which is an owner, operator and developer of a portfolio of 14 hotels with over 2750 bedrooms located in London, Portugal and Dubai ranging from limited service to luxury. The group enjoys the support of major brands such as Hilton, IHG, Accor, Wyndham and Choice.

About DoubleTree by Hilton

With a fast-growing, global collection of more than 425 upscale hotels in gateway cities, metropolitan areas and vacation destinations across six continents and nearly 40,000 rooms in the pipeline, every little thing we do at DoubleTree by Hilton inspires us to create a rewarding experience for our hotel guests, our Team Members and the communities we proudly serve. Our hospitality begins with a warm chocolate chip cookie welcome upon arrival and continues with the award-winning Hilton HHonors guest loyalty program, an array of fine services and amenities and our longstanding CARE Culture tradition that empowers Team Members to provide the special comforts and acts of kindness that make the traveler feel human again. Hilton HHonors members who book directly through preferred Hilton channels have access to benefits including free standard Wi-Fi, as well as digital amenities that are available exclusively through the industry-leading Hilton HHonors app, where HHonors members can check-in and choose their room. To make reservations at any DoubleTree by Hilton hotel, travelers may visit our brand website at http://www.doubletree.com.

About Hilton Worldwide

Hilton Worldwide (NYSE: HLT) is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels. For 96 years, Hilton Worldwide has been dedicated to continuing its tradition of providing exceptional guest experiences. The company's portfolio of twelve world-class global brands is comprised of more than 4,440 managed, franchised, owned and leased hotels and timeshare properties, with more than 730,000 rooms in 97 countries and territories, including Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio - A Collection by Hilton, DoubleTree by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton HHonors®. Hilton HHonors members who book directly through preferred Hilton channels have access to benefits including free standard Wi-Fi, as well as digital amenities that are available exclusively through the industry-leading Hilton HHonors app, where HHonors members can check-in, choose their room, and access their room using a Digital Key. Visit news.hiltonworldwide.com for more information.

Contact:
Tilly Shirlaw
Hilton Worldwide - Europe
[email protected]
+44 (0) 207 856 8723

Christine Miller
Hilton Worldwide
[email protected]
+1 901 374 6462