HOLLYWOOD, CA— Hilton Hotels Corp. is seeking to expand the reach of its full-service Hilton brand deeper into the resort market, Bob Dirks, svp/marketing, told HOTEL BUSINESS®. Those resorts don’t necessarily have to be beachfront, said Dirks, noting that Hilton would like to increase the number of golf resorts it offers. Noting that “new-build resorts would be difficult,” he said that “there are great independent resorts out there that are five-star and that we would like to have in our portfolio.” Citing the current economic climate, Dirks said he feels that “right now, the industry will grow toward brands.” — Ruthanne Terrero
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