Hilton Worldwide is launching a new lifestyle brand called Canopy by Hilton.
The brand’s first 11 properties will be in London, Portland, Miami, Washington DC, San Diego, Nashville, Savannah, Indianapolis, Charlotte, Oklahoma City and Ithaca.
Canopy by Hilton hotels will be located in both new-build and conversion properties. The first hotels are expected to open next year.
Hilton revealed that the brand has been developed with four key elements in mind — great neighbourhoods, comfort and design, more included value and a “positively yours” culture. Each hotel will utilise local design and food and drink.
Christopher J Nassetta, president and CEO of Hilton Worldwide, said: “Built on extensive market research, our highly-anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience.
“We saw an opportunity to not only enter the lifestyle space by developing a new brand, but also to redefine this category by creating a more accessible lifestyle brand.
“We identified the need to take the emphasis off of capital-intensive design and deliver exactly what the target consumer desires: an energising, comfortable stay with more included value.”
Canopy by Hilton is Hilton Worldwide’s 12th brand. Its announcement comes four months after Hilton Worldwide revealed its Curio brand (see news, June 2).