If you are storing info about related entities, then I think you need to use more than 1 table.
Your Hilton example is interesting, I just googled to this
You might consider (off the cuff comment here)
Code:
ParentCompany --->RelatedCompany
Blackstone Hilton
WaldorfAstoria
Conrad
Canopy
Curio
Doubletree
Embassy Suites
HiltonGarden
Hampton Inn
Homewood
Home2
HiltonGrandVacations
with a 1 to Many relationship. The RelatedCompanies would include a FK of the Parent.
If you search for a Company in the Parent table and don't get a match, you then search in the relatedCompanies table. If you get a match, you know the company and the parent. If you don't get a match, how do you know where to Insert the new record?
How many levels of hierarchy do you need/plan to maintain?
How do you verify/validate/vet your hierarchical structure?
Similar set up with Choice Hotels
(family contains)
Comfort Inn
Comfort Suites
Quality
Sleep Inn
Clarion
Cambria hotels & suites
MainStay Suites
Suburban
Econo Lodge
Rodeway Inn