Hilton has launched its 14th hotel brand: Tapestry Collection by Hilton. It is the second “collection” brand after Curio – a Collection by Hilton, which launched in 2014. Curio operates more than 30 upper upscale hotels in seven countries with another 45 in development. The new Tapestry Collection by Hilton will be in the upscale segment just below Curio, according to Hilton, and seven hotels have signed letters of intent in Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017.
“The launch of Tapestry Collection by Hilton extends Hilton’s proven growth strategy, which focuses on developing clearly-defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests,” said Christopher J. Nassetta, president and CEO, Hilton. “Tapestry Collection by Hilton will enable us to provide the best of both worlds to travelers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton.”
Hilton has launched several brands in the past decade including Home2 Suites by Hilton in 2009, Curio – A Collection by Hilton in 2014, Canopy by Hilton in 2014 and Tru by Hilton in 2016. Combined, they have added 20,000 rooms to the Hilton footprint, with another 66,000 in the pipeline.
“With Tapestry Collection by Hilton we are responding to our guests’ and owners’ desire for a compelling new choice for an upscale collection brand,” said Mark Nogal, global head, Curio – A Collection by Hilton and Tapestry Collection by Hilton. “A ‘tapestry’ is a one-of-a-kind, woven piece of art, making it the ideal name for our new collection of hotels that are dedicated to being different.”