I admitted during a recent press tour which was sponsored by Hilton in Denver that I continually confuse the Curio Collection brand with the Tapestry Collection brand and that I was not sure how they are differentiated — but I learned of two key differences between the Curio Collection and Tapestry Collection brands by Hilton.
Two Key Differences Between Curio and Tapestry Collection Brands by Hilton
The following list contains descriptions of each brand and links to their respective official Internet web sites.
- Curio Collection by Hilton is a global set of individually remarkable hotels hand-picked to immerse guests in one-of-a-kind moments in the world’s most sought-after destinations. The brand celebrated its tenth anniversary year in 2024, and the brand will continue first-in-market debuts worldwide, including the debut of Curio Collection in Thailand, which paves the way for the brand’s 200th hotel milestone later this year, providing guests with even more ways to enjoy elevated adventures. Each Curio Collection by Hilton hotel is handpicked for its distinct character, offering travelers authentic, curated experiences through distinctly local touches and unexpected amenities. Each property is part of the destination it calls home, from urban landmark hotels to grand beach resorts.
- Tapestry Collection by Hilton is a global portfolio of original hotels, each with a vibrant personality and a story rooted in its local surroundings. From bold design to locally inspired food and beverage, every hotel invites guests to experience the character and charm of its destination. The brand recently celebrated a major milestone with its 150th hotel opening and continues to expand rapidly, growing its global footprint by 50% in just two years. With first-in-country and territory debuts in Australia, Bonaire, Paraguay, Thailand, and the United Arab Emirates, Tapestry Collection is bringing authentic, independent stay experiences to 20 countries and territories. With greater than 40 additional hotel properties expected to open in 2025 alone, the brand’s future is defined by growth, originality, and a sense of exploration. Tapestry Collection by Hilton is a portfolio of original hotels that offer guests unique style and vibrant personality. Each handpicked Tapestry Collection property encourages guests to explore the local area, seek their adventurous sides, and create an authentic connection to their destination.
The aforementioned descriptions of the differences between the two brands initially seem to be as clear as mud. Both brands are curated collections of hotel properties. Both brands do not adhere to a rigid template of requirements of a brand standard, as properties within those brands are encouraged to differentiate themselves and their individualities. Both brands are rather upscale. Each brand integrates the area in which a hotel property is located into the design and vibe of the hotel property to exude a local flair…
…so during the aforementioned press tour, I asked Elizabeth Scruggs — who is the current brand leader of the Tapestry Collection by Hilton brand — as to what are the differences between the two brands. She explained to me that hotel properties of the Curio Collection brand are:
- More upscale than hotel properties of the Tapestry Collection brand
- Typically located near the centers of cities; whereas hotel properties of the Tapestry Collection brand can be located near or away from the centers of cites
The press tour in Colorado gave me the opportunity to experience two hotel properties for myself within a couple of days: The Art Hotel Denver, Curio Collection by Hilton and The Hoffmann Hotel Basalt Aspen, Tapestry Collection by Hilton. Both were very nice hotel properties at which I would stay again in the future.
Sure enough, The Art Hotel Denver, Curio Collection by Hilton is conveniently centrally located in Denver; whereas The Hoffmann Hotel Basalt Aspen, Tapestry Collection by Hilton is actually located in Basalt and not Aspen proper, which helps to keep the rates lower when staying at that hotel property — not to mention the serenity and quiet of being located in the mountains.
Subtle features also differentiate the two hotel properties — both of which are upscale, in my opinion. As one example, the shower at The Hoffmann Hotel did not have either a rain shower head or a hand-held alternative, as was in the shower at The Art Hotel Denver.
Exceptions do exist — such as the Royal Palm Galapagos, Curio Collection Hotel by Hilton obviously not being located near a major city, which initially led me to mistakenly believe that I was going to stay at the Royal Palm Galapagos, Tapestry Collection Hotel by Hilton. At least one detailed article pertaining to my experience at this hotel property is forthcoming.
Final Boarding Call
The differentiation of brands gets murkier as multinational lodging companies keep increasing their portfolios with additional brands — and some brands are actually part of a hierarchy of sub-brands of other brands. One such example of a brand that may be contributing to “muddying the waters” is the recent introduction of Outset Collection by Hilton, which is brand number 25 for Hilton: “Outset Collection will feature a range of hotels, with upscale finishes and story-driven designs. The format is flexible so that each location’s identity can run deep. Whether it is hidden gems, revived landmarks or urban boutiques, each stay is layered with narrative and purpose.”
That description could fit either Curio Collection by Hilton or Tapestry Collection by Hilton. How is Outset Collection by Hilton differentiated from those two brands?
The number of brands that is included in the portfolio of multinational lodging companies is not what will ultimately win over customers; but rather how distinctive is each brand. When customers are left scratching their heads as to the identity of each brand — especially when the brand standards are loosely defined when each hotel and resort property is permitted to significantly customize the standards — confusion may often be the result.
To me, the point is that I stay at a hotel or resort property which has a clean and quiet room with a comfortable bed at a reasonable price. Unlike some of the properties of the brands that are part of the Lifestyle portfolio of Hilton — which include Curio, Tapestry, and Outset — I can easily tell the difference between a Hampton by Hilton and a Tru by Hilton or a Hilton Garden Inn from a Homewood Suites by Hilton…
All photographs ©2018, ©2024, and ©2025 by Brian Cohen.
