Laurens Zieren takes a breather from his hectic schedule as the new general manager of the New York Hilton Midtown, but rather than heading home on this stunning fall day, he hunkers down on a plush sofa in the newly renovated lobby lounge.

“I love watching the movie unfold,” says Zieren, who’s been at the helm since last June, describing the lively hustle and bustle of guests. No wonder. The iconic property that first blazed onto the hotel scene in the 1960s was a dream come true for the hotelier tycoon Conrad N. Hilton, whose vision of what a hotel should be is simple: a city in which anything could be found.

Since the landmark hotel’s debut, celebrities, tycoons and every president since John F. Kennedy have graced the now legendary premises. Call it a success story.

The New York Hilton Midtown, which celebrated 50 years in 2013, introduced the first smartcard keyless entry system, which is now ubiquitous, back in 1999. One of the world’s first private art collections adorned its guestroom walls upon its opening, and the whole cellular phone craze happened outside its doors in 1973 with the first public mobile phone call.

These revolutionary game-changers are at the forefront of Hilton Worldwide, a hotel company that only recently went public and whose shares surge every time there’s a company announcement. Case in point: Last December, when Hilton Worldwide CEO Christopher Nassetta described an undisclosed boutique brand in the works, the Wall Street Journal reported the company shares rose 7.5 percent to $21.50 on the first day of trading.

Two new brands have since taken the stage — Curio and Canopy — not to mention technological advancements that would make any techno geek’s head spin. The company is tirelessly working on a smartphone room key card system that it anticipates rolling out by 2016. Basically, your phone turns into your room key.

Not bad for a hotel company that debuted nearly a century ago as a roadside motel in Cisco, Texas.

LAST YEAR, Hilton Hotels & Resorts, the most recognized hospitality brand in the world, decided to reinvent itself. According to one company insider, expect to see the brands shift into the social media world, a place their guests covet the most, and watch for unique and inspiring partnerships and new technologies.

“Our Stage. Your Story,” a 13-week global social media campaign launched last summer, asked guests to share their experiences on Twitter, Facebook and Instagram with #HiltonStory. A two-night stay was awarded to a winner weekly. “Results to date have been great, and we’ve seen a lot of engagement,” noted Rob Palleschi, global head of full service brands, Hilton Worldwide, speaking about the campaign’s success, with more than 3,500 entries.

A first for the hospitality industry, the hotel brand this past summer introduced pre-check-in, allowing guests to select their room before arrival via personal digital devices. “We are doing this at scale,” said Jim Holthouser, executive vice president, global brands, Hilton Worldwide, adding that the brand anticipated offering room selection with digitized floor maps or lists of 650,000 guestrooms at more than 4,000 properties by the end of 2014. He noted, “We have a 95-year heritage of leading and delivering first-time guest experiences, with ‘choose your room’ marking another first.”

On the meetings and conventions front, Hilton Worldwide is in the business of making memorable delegate experiences. Last January, the company launched getplanning, a digital, interactive planning platform that allows planners to connect with hotel staff, vendors and partners in real time. “We have also further developed Meetings Simplified, a program that bundles services for small meetings into a simple per-person price, and Connect+, a dynamic collection of more than 100 of our largest hotels,” Palleschi said, referring to company-wide initiatives launched in 2013.

“With the technology we are developing, guests will be able to bypass the front desk completely, using a mobile-enabled room key to access their hotel room that they’ve already chosen during the mobile or online check-in process. We are in the pilot and testing stage and will begin a scaled rollout in 2015,” noted Holthouser.

The Curio – A Collection by Hilton, which launched in June 2014, is big on celebrating individuality; and Canopy by Hilton, a design-driven hotel concept that debuted in October 2014, further demonstrates the company’s confidence in hotel developments.

Watch for dual-named properties in some of the biggest markets. A first for Hilton Worldwide, last August along the Magnificent Mile in Chicago, Hampton Inn and Homewood Suites by Hilton were branded under one roof. With this opening, the brand celebrated a company milestone with its inventory of 700,000 rooms.

Insiders declare Hilton Worldwide the fastest-growing hotel brand and a leader in the global hospitality industry. The brand spans the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused service hotels.

The company’s portfolio includes 12 world-class global brands with more than 4,200 managed, franchised, owned and leased hotels and timeshare properties with 700,000 rooms in 93 countries and territories. Hilton HHonors is the customer loyalty program.

Hilton Hotels and Resorts

Demographic: Families, weekend leisure travelers and frequent business travelers
Offerings: The flagship brand of Hilton Worldwide, with more than 550 properties across six continents, it’s one of the most recognized names in the industry. The brand continues to be a forward-thinking global leader of hospitality.
Highlight: At the heart of Mayfair, overlooking Hyde Park and Knightsbridge, The London flagship London Hilton on Park Lane was the first hotel to represent an American hotel chain in the U.K. and the first city construction to be built taller than St. Paul’s Cathedral, changing the face of British hospitality. The property recently introduced the Hilton Huanying program, a tailored welcome experience for Chinese guests that includes a Mandarin-speaking front desk team, traditional Chinese breakfasts and a dedicated Chinese television channel.

Waldorf Astoria

Demographic: Worldly, experienced and affluent travelers
Offerings: More than 27 landmark hotels, each showcasing its surroundings in the world’s most sought-after locations. Waldorf Service personal concierges deliver bespoke service.
Highlight: Opened last spring, the 93-room Waldorf Astoria Amsterdam along the banks of the Herengracht canal comprises six historic canal homes from the 17th and 18th centuries, each with a fascinating story.

Conrad

Demographic: Smart, affluent travelers keen on using technology on their travels
Offerings: With 24 properties across five continents, Conrad connects guests to people and places. The Conrad Concierge mobile app puts all hotel services and amenities at guests’ fingertips.
Highlight: Conveniently located for shopping and sightseeing, the 256-room Conrad London St. James which opened in September is smack in London’s political hub, footsteps from Westminster Abbey and Buckingham Palace.

Canopy by Hilton’s Rise & Dine complimentary breakfast © Canopy by Hilton

Canopy by Hilton

Demographic: Leisure and business travelers who value design, social areas and technology
Offerings: Hilton’s new lifestyle brand will offer guests mobile check-in, free WiFi, evening beer and wine tastings, complimentary bikes and free artisanal breakfasts.
Highlight: Eleven future properties are under development in several cities, among them Oklahoma City’s trendy Bricktown, downtown Indianapolis and San Diego’s hip Gaslamp Quarter.

Curio – A Collection by Hilton

Demographic: Big with millennials, Curio attracts the curious traveler tired of cookie-cutter chic who seeks an authentic local experience.
Offerings: Curio is a collection of independent, remarkably designed hotels preparing to add up to 30 new properties this year in key metro areas.
Highlight: The Strip’s newest resort, SLS Las Vegas, is huge. The 1,600-room property on the site of the legendary Sahara Hotel & Casino that hosted luminaries Frank Sinatra and Dean Martin joined Curio in September 2014. The luxe property boasts four suites designed by rock star Lenny Kravitz.

DoubleTree by Hilton

Demographic: Global leisure travelers and business travelers
Offerings: The fast-growing collection of more than 380 hotels across six continents pays attention to every detail. The hospitality starts with a warm chocolate chip cookie welcome. Find an array of services, amenities and the longstanding CARE Culture tradition in which 45,000-plus team members provide acts of kindness that make the traveler feel human again.
Highlight: DoubleTree by Hilton Cairns in Australia became the brand’s 400th hotel upon opening in October 2014. In a location considered the gateway to the Great Barrier Reef and the World Heritage Daintree Rainforest, the 237-room property is near the Central Business District and the airport.

Embassy Suites Hotels

Demographic: Mostly in North America; big with families, leisure and business travelers
Offerings: More than 215 hotels with another 25 in the pipeline, it offers every guest a two-room suite, free cooked-to-order breakfast and a nightly two-hour reception with complimentary drinks and snacks in a home-away-from-home atmosphere.
Highlight: Breaking the mold for this largely North American brand, the summer opening of the new Embassy Suites by Hilton Santo Domingo in the Dominican Republic has started a trend. The 150- room new build is the tallest building and latest hotel in the capital city’s business district.

Hilton Garden Inn

Demographic: For transient business and leisure travelers
Offerings: The award-winning, upscale yet affordable hotel brand offers high levels of service and amenities usually only found in pricier hotels.
Highlight: The 100-room Hilton Garden Murfreesboro in Middle Tennessee opened in October 2014 less than an hour from Nashville’s legendary music scene.

Hampton Hotels

Demographic: Business and leisure travelers
Offerings: More than 1,900 Hampton properties offer the unconditional 100 percent Hampton Guarantee to satisfy every guest. It provides great value with free hot breakfasts, free Internet and the brand’s Clean and Fresh Hampton Bed.
Highlight: With an emphasis toward eco-travel, four Hampton Hotels in Albany, N.Y., introduced “Green Electric Vehicle,” currently a Hilton Worldwide pilot project offering electric vehicle charging stations upon booking.

Homewood Suites by Hilton

Demographic: Extended-stay guests seeking homelike accommodations
Offerings: With more than 320 hotels in North America, this upscale, all-suite, residential-style hotel features spacious suites with separate living and sleeping areas and fully equipped kitchens. Amenities include free Internet, a daily full hot breakfast and evening meals with drinks Monday–Thursday. The brand focuses on guest satisfaction and stands behind each stay with its 100 percent Suite Assurance guarantee.
Highlight: The new Homewood Suites by Hilton San Bernardino in Southern California is ideally situated downtown near mountains and beaches.

Home2 Suites by Hilton

Demographic: Value-conscious travelers with typically longer-stay needs
Offerings: The fastest-growing brand in the history of Hilton Worldwide, this award-winning extended-stay hotel concept offers stylish accommodations and environmentally friendly products for the cost-conscious guest. Home2 Suites offers complimentary breakfast and a customizable guestroom design, complimentary WiFi access, multiple outdoor spaces, a 24-hour business center and a pet-friendly environment.
Highlight: Its 37th property to open in three years, Home2 Suites by Hilton West Edmonton in Alberta is also the brand’s first in Canada.

Hilton Grand Vacations

Demographic: Exclusively for members, this is an innovative point-based reservations and exchange system.
Offerings: Headquartered in Orlando, Fla., Hilton Grand Vacations develops and operates a system of brand-name, high-quality vacation ownership resorts in select vacation destinations. The company also manages and operates two innovative club membership programs: Hilton Grand Vacations Club and The Hilton Club, providing exclusive exchange, leisure travel and reservation services for more than 222,000 club members.