We’ve been tracking the soft brand wave across the islands for a while, and Hilton is finally planting its Curio Collection flag here in Hawai’i. Hale Hōkūala Kauaʻi is slated to open in Fall 2026 (the website says November), adding a 210-room new-build within the 450-acre Hōkūala resort in Līhuʻe. Timbers Kauaʻi has long anchored the residential side of the property.
As with most soft brand plays, the pitch is local identity with global distribution… or as we like to call it, “fewer brand rules, same fees.”
Jon Itoga has been named general manager, stepping in to lead the pre-opening team. Jon was most recently at Waikīkī Beach Marriott as the Hotel Manager. Congrats Jon!
For those keeping score, Curio is Hilton’s not-quite-luxury but higher-end soft brand, roughly in line with Marriott’s Autograph Collection. See our last issue for a brand scoreboard.
