One would have thought that a brand name such as the Hilton would be one well worth capitalising upon. Not so. The leading hotelier is to open a small (for the Hilton) hotel in London's Trafalgar Square this summer and won't trade under the Hilton name.

"We want to widen the customer base and go for a younger market," says a company spokesperson. "The name won't include Hilton - it will just be called the Trafalgar Hotel."

Interestingly, the hotel, which will boast a mere 129 rooms, will feature a bar specialising in champagne and bourbon. Changed times indeed.