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A Hilton converting to Doubletree. Why?

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Yeah, I know that essentially all Doubletrees are converted from other chains. That's how the brand got started.

However, I cannot imagine why any Hilton Hotel would convert to a Doubletree. there is a certain cost in new signs, amenities, lost business because people think the hotel isn't there anymore, etc. Hilton and Doubletree have approximately equal price points.

So I was fascinated when I went looking for a hotel to book and found the Newark, California Hilton is converting to a Doubletree:

The Hilton Newark-Fremont will be converting to the DoubleTree by Hilton Hotel Newark-Fremont in March 2014 but is not yet accepting reservations as a DoubleTree.

Just out of curiosity, any possible explanation?

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