Curio by Hilton is an upscale hotel brand within Hilton's portfolio. Curio Collection is a soft brand, meaning its hotels are supported by Hilton, but retain their own individual branding Hilton selects independent hotels and resorts to be part of Curio Collection. Recently Curio did a brand health study among its core target segment, the \"Luxury Seeking Millennials.\" Curio estimates there are 10 MM millennials in its target segment. Data from the hotel's central reservation system reveal that 1.1 MM millennials regularly stay at Curio hotels, and 1.4 MM have stayed at least once. The study suggests that millennials who stay at the hotels lilte the upscale loolt of the hotels, but a majority would Ill-Ge healthier menu options, and loaner shoes for use in gyms. Most millennials who stayed at the hotels made their reservations through online brokers like Expedia and Bookingcom. 111e study aslaed a representative sample of millennials in the target segment if they had ever heard of Curio hotels or thought about staying at one of them. We results indicate that 2.5 MM are aware of the hotels, and 2.2MM have seriously considered staying at one of them. The customer satisfaction scores from the study suggest that all things considered 1.3 MM millennials are satised or very