Hilton CEO Christopher Nassetta said that the company is working on new brand concepts and may introduce them as soon as next year. During Hilton’s third-quarter earnings call, Nassetta said that a “Hilton Plus” brand, a luxury soft brand, and an urban, micro-room brand are in the works, and two or three of the projects may launch in 2018. Hilton is also considering a luxury lifestyle brand, Nassetta said, but that concept is not as fleshed out as the other three. The news comes after IHG revealed that it’s looking into developing a new soft brand and a luxury brand. Read more about Hilton’s plans here.