In Portland, Hilton’s Executive Tower was broke. Culturally, that is. In the era of Airbnb and boutique hotels, the hotel had lost relevance in indie Portland. The new brand experience needed to resonate with cultural influencers in Portland and with discerning travelers. Enter badass luxury! We dug deep into the city’s soul and uncovered a true Portland gem. Abigail Scott Duniway was an early women’s rights advocate and founder of The New Northwest. We named the hotel after her and carried her pioneering spirit throughout with a fearless and independent brand experience.