The CEO of Hilton Worldwide, Chris Nassetta, traveled to Roanoke Wednesday to be on hand for an announcement about one of the region’s oldest and most venerated hotels. The 134-year-old Hotel Roanoke & Conference Center will be joining Hilton’s newest brand, Curio, and will be the brand’s first hotel under that name in Virginia on Feb. 28.

The Curio brand caters to properties with a more individual identity. The 330-room hotel located on the edge of the city’s downtown is in the midst of a $6.3 million renovation of its rooms. “As a landmark with deep roots in the Roanoke community, this magnificent hotel perfectly embodies the Curio spirit of individuality and authenticity,” Dianna Vaughan, global head, Curio – A Collection by Hilton, said in a statement.  “With its adjoining conference center, easy downtown access and ideal location within the surrounding Blue Ridge Mountains region, The Hotel Roanoke & Conference Center is an ideal choice for business and leisure guests.”

The hotel was formerly a DoubleTree by Hilton Hotel property. Michael Quonce, public relations and advertising manager for the Hotel Roanoke, said the brand change means “we won’t have as many Doubletree guidelines to meet. It will elevate the brand.”

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