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Hilton Unveils New Brand - Canopy by Hilton

The Upper Upscale brand is taking on the lifestyle segment. Here’s what to expect.

Wednesday, October 15, 2014
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Hilton Worldwide introduced a new hotel brand yesterday and it’s taking aim at the Upper Upscale segment. Canopy by Hilton is being designed to leverage the lifestyle hotel movement, with this new product set to be positioned in the Upper Upscale segment.

And according to information provided by Hilton Worldwide, Canopy by Hilton has 11 signed letters of intent for new hotels. The brand is the second product introduction so far this year for the global hotel brand, following Curio Collection, Hilton’s soft branding concept launched with the SLS Las Vegas as its first property.

Now their moving further in the upscale space with Canopy by Hilton which was announced yesterday at its Global Partnership Conference.

“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 energizing, comfortable stay with more included value,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide in a statement.

“The demands and preferences of today’s travelers continue to evolve, and Canopy by Hilton creates something new for consumers in the lifestyle space,” said Jim Holthouser, executive vice president, global brands, Hilton Worldwide. “Canopy by Hilton will deliver more choice and control for guests than ever before, from a mobile straight-to-room arrival to surprising extras throughout each stay.”

According to Hilton, the product was created through “extensive research and analysis” that had input from owners and potential customers. What is most striking about the branded property is a lack of specific branding elements as Hilton executives say that no two of these properties will be alike. Property design will be hyper local with an extreme focus on reflecting the character of the neighborhood each property is in and reinforced with design, F&B art and what they call “local know how.”

Other elements include a heightened focus on the lobby naturally which will be very design intensive and a more all-inclusive pricing approach similar to what the company does at its Embassy Suites brand. All stays will include what they call “basic Wi-Fi and an artisanal breakfast are included, along with a local welcome gift and an evening tasting of local beer, wine, or spirits.”

“We’ve launched a brand that is all about the mindset of today’s traveler and creating a positive stay,” said John T.A. Vanderslice, global head, luxury & lifestyle brands, Hilton Worldwide. “Canopy is the energizing new hotel in the neighborhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward.”

Canopy by Hilton is being designed for urban environments and what they dubbed “vibrant secondary markets” with the list of hotels they expect to be developed it looks as if each neighborhood has very specific cultural elements.

Hilton has signed letters of intent with owners that will build properties in places such as:
  • Canopy Portland | Pearl District
  • Canopy London | Neighborhood to be announced
  • Canopy Miami | Brickell
  • Canopy Washington, D.C. | Bethesda North
  • Canopy San Diego | Gaslamp Quarter
  • Canopy Nashville | Downtown
  • Canopy Savannah | Historic District
  • Canopy Indianapolis | City Centre
  • Canopy Charlotte | Uptown
  • Canopy Oklahoma City | Bricktown
  • Canopy Ithaca | The Commons
Ownership groups kicking the tires and considering building properties include the following companies, according to Hilton Worldwide: The Buccini/Pollin Group, KeyStone Corporation, Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality, and Levine Properties.

Dave B. Pollin, co-founder and president of The Buccini/Pollin Group, said of being one of the first to ink a deal for Canopy by Hilton, “Hilton’s leadership and track record in building successful brands was the primary reason we wanted to be among the first to develop this new lifestyle brand. The concept and timing of Canopy by Hilton entering and redefining the lifestyle space is right because of changing guest preferences and a demand for more local experiences. Canopy by Hilton offers us the opportunity to compete in ways we haven’t been able to before.”
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