The Hilton Hotel group is plunging ahead with new launches, economic woes be dammed. With one new hotel brand under their belt already this year (Home2Suites, aimed at extended-stay travelers), they're revealing a new luxury subspecies called Denizen Hotels. Denizen joins Hilton's other luxury brands: the Waldorf Astoria, Waldorf Astoria Collection, and Conrad Hotels and Resorts. Touted as "an antidote to attitude" the Denizen is built for the "globally-conscious modern traveler," and will "become a cultural epicenter at each destination, cultivating community within its walls."

Think modern, chic, hip, cool, and any other hot buzzword for hotel decor these days, and you'll get the idea behind this launch. The bigger deal about the Denizen is the social focus -- some kind of IRL Facebook app which encourages guests to interact with each other and not just the room service staff. Also, each property will be unique in design and aesthetics -- no cookie-cutter floorplans here. Which city will enjoy the first Denizen? It's tough to say, as they're in "negotiations" with several global cities, including Abu Dhabi, Austin, Hollywood, Beverly Hills, Buenos Aires, Cancun, Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York City, Panama City, and Washington DC. However, the website is featuring Hollywood, New York, London, Las Vegas, Istanbul, and Montreal, so perhaps one of those will be first on the groundbreaking list.