It’s official: Paris Hilton is stepping into the world she was born into but this time, on her own terms.
From reality TV icon to entrepreneur, DJ, and wellness podcaster, Paris Hilton continues to expand her empire and her latest move is a full-circle moment.
She teased the announcement as a “passion project” in collaboration with her 11:11 Media team, hinting at a luxury hospitality concept that blends real estate, design, and wellness-forward experiences.
In a recent appearance on CBS Mornings with Gayle King, Hilton revealed her plans to launch a luxury hotel chain under her lifestyle and entertainment empire, 11:11 Media. The project is more than a branding move — it’s a full-circle tribute to her family legacy and her personal passion for hospitality, real estate, and creating beautiful experiences.
Following a Legendary Family Legacy
Paris Hilton’s great-grandfather, Conrad Hilton, founded the Hilton Hotels empire nearly a century ago. While Paris built her fame in pop culture, music, and fashion, she’s always had roots in the world of hospitality.
“I’ve always loved hospitality, real estate, and creating beautiful experiences,” Hilton said on TikTok, adding that this new chapter is something she’s “always dreamed of doing.”
She’s no longer just the face of luxury she’s building it.
Her Own Name, Her Own Brand
The new properties will reportedly bear her name, marking a significant departure from past licensing deals or brand collabs.
This time, Paris isn’t just attaching her signature pink flair to someone else’s concept — she’s shaping the hotels from the ground up with her 11:11 Media team, aiming to merge:
- Luxury hospitality
- Immersive design
- Personalized wellness experiences
- And yes, the Hilton glam you’d expect
First Locations: Dubai, New York, and Las Vegas
According to Forbes, the first Paris Hilton-branded hotels are set to open in:
- Dubai – the global hub for celebrity-branded ventures
- New York – her home turf and fashion-meets-business playground
- Las Vegas – where Paris became an icon in nightlife and DJ culture
- All three cities are major lifestyle destinations, perfect for the type of global, trend-forward traveler she wants to attract.
Not Her First Step Into Hospitality
While this marks her first official hotel chain, Hilton has dabbled in hospitality before:
- She co-developed the Paris Beach Club in the Philippines in collaboration with Century Properties at Azure Urban Resort Residence
- She’s also launched fragrances, home goods, and skincare lines — all building blocks of a lifestyle empire
This next move? It’s the most permanent, high-stakes chapter yet.
What Can We Expect From a Paris Hilton Hotel?
Based on Hilton’s style and past branding, her hotels will likely fuse elevated aesthetics with next-gen luxury. Think:
- Curated mood lighting
- Wellness suites with skincare fridges, scent diffusers, and maybe even a “sliving” concierge
- Experiential tech, custom playlists, and branded scent marketing
- Insta-worthy lounges and maybe a rooftop DJ booth, if we’re lucky
These hotels won’t just be about staying the night. They’ll be about living the brand.
A Natural Next Move for 11:11 Media
This hotel project is part of Hilton’s growing 11:11 Media empire, which already spans:
- Audio (her I Am Paris podcast)
- TV production
- Digital content
- Product launches
- Storytelling and branding consultancy
In other words, Hilton isn’t just launching a hotel. She’s creating a multi-sensory ecosystem — and these properties are about to become IRL portals into her world.
Final Word
Paris Hilton has always been more than a socialite she’s a business mogul who’s played the long game. With the launch of her own luxury hotel chain, she’s owning her family’s legacy while reimagining it in her own voice.
And this time, the name Hilton on the building doesn’t mean she’s staying there.
It means she built it.
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External Sources:
Amelia Anderson
Amelia Anderson is the co-founder of Healthy Living Magazine and a passionate advocate for everyday wellness that fits real life. With a background in lifestyle journalism, she curates content that helps readers feel good without the pressure. Whether she’s testing the latest lipgloss trend or sharing her favorite mindful rituals, Amelia brings warmth, curiosity, and honesty to everything she writes.
