Ending months of speculation, Hilton Hotels this morning unveiled its newest brand, Denizen Hotels, a W-wannabe flag the company says will cater to “globally-conscious modern travelers of the world.”

Like other so-called lifestyle brands, Denizen will combine high style, cutting-edge technology and communal f&b spaces, as well as design elements that reflect each location. Hilton revealed Denizen at this week’s International Hotel Investment Forum in Berlin as a signal of the brand’s global aspirations.

According to the company, development negotiations are underway for properties in a number of international gateway cities and resort destinations, including Abu Dhabi, Austin, Beverly Hills, Buenos Aires, Cancun, Hollywood, Istanbul, Jerusalem, Las Vegas, London, Los Cabos, Miami, Montreal, Mumbai, New York, Panama City and Washington, DC. Internet chatter in recent weeks has hinted that one of the first Denizens might be the Cosmopolitan resort under construction in Las Vegas.

The brand is part of Hilton’s Luxury & Lifestyle portfolio, which also includes the Waldorf Astoria, the Waldorf Astoria Collection and Conrad Hotels & Resorts. Former Starwood and W Hotels executive Ross Klein heads the group.