Crocodilian

Move from Beverly Hills Hurts Hilton Mystique

The question is: What is "the Hilton brand" about? You're quite right that location has a bearing on the overall brand, but the "mystique angle" for Hilton is a distraction, given where its hotels are, and who they serve.

I stay in Hiltons when I travel to conferences etc . . . they are far less of a "trendy glamorous spend" than even, say, a Westin. The Hilton family history is interesting, but its history now, and doesn't really have any bearing as one checks into an Embassy Suites or Doubletree.

So Northern Virginia makes sense . . . its "Embassy Suites country", and that's what Hilton really is, at this point.