ATLANTA - The hotel operator formerly called Hilton Hotels Corp said on Wednesday that it has changed its name to Hilton Worldwide and unveiled a new logo.

Hilton Worldwide said the name change and logo follow the recent relocation of its global headquarters to McLean, Virginia, from Beverly Hills, California.

The privately held firm -- whose 10 brands also include Waldorf Astoria Hotels & Resorts, Doubletree, Embassy Suites Hotels and Hampton Inn & Suites -- said the new name reflects its international reach. Hilton has more than 3,300 hotels in 77 countries, and plans to open more than 300 hotels this year.

Hilton, whose rivals include Marriott International Inc and Starwood Hotels & Resorts Worldwide Inc, said the logos and imagery of its hotel brands remain unchanged. (Reporting by Karen Jacobs, editing by Gerald E. McCormick)