Hilton Changes Name and Logo

Hilton Hotels Corp. is now Hilton Worldwide and comes with a shiny new logo. The reason? Well, it's not that clear.

President and chief executive Christopher Nassetta told USA Today, "We're really trying to put a stake in ground. We're one of the largest hotel companies in the world, and this is a renewed focus on being the pre-eminent hospitality company . . . We thought that the name Hilton Worldwide is more reflective of who we are."

Perhaps, but it also comes on the heels of Hilton executive Ross Klein, a former Starwood Hotels executive who joined Hilton and was sued by his former company for leaking company secrets, leaving Hilton after spending months on administrative leave. The lawsuit, filed in New York, alleges that Klein and Amar Lalvani, another former Starwood employee who joined Hilton, committed corporate espionage by giving proprietary information on Starwood's W brand so Hilton could create its new luxury brand, Denizen.

Steve Goldman, president of global development and real estate for Hilton, has also exited stage right with sources stating that he's on indefinite leave and unlikely to return. While I'm not sure there's a Klein-Goldman tie, the timing seems very unfortunate if there isn't one.

I mean, if a company wants to a turn over a new leaf, what better way than ridding itself of dead wood or worse -- scandal, and changing its look, name and logo? (Please note the new tag line, "Filling the earth with the light and warmth of hospitality." HotelChatter says it's a blatant Christmas marketing tool and they could be right.)