Hilton Worldwide has announced the launch of Canopy by Hilton, a new hotel brand that redefines the lifestyle category around the mindset of today’s leisure and business travelers.
“Built on extensive market research, our Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” says Christopher J. Nassetta, president and CEO of Hilton Worldwide. “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.”
Canopy by Hilton represents a new hotel concept with high growth potential, a defined guest offering, and a sustainable business model. Hilton identified a viable target audience based on preferences and needs, not demographics alone. “We’ve launched a brand that is all about the mindset of today’s traveler and creating a positive stay,” says John T.A. Vanderslice, Hilton’s global head of luxury and lifestyle brands. “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.”
Four elements define will define the Canopy hotel. The idea of building in a great neighborhood will establish the brand as being localized through design, F&B, and art, while no two Canopy hotels will be the same. Comfort and design and more included value, such as basic wifi and breakfast, will also be aspects of the design. Finally the brand will embrace a “positively yours” culture with respect to services.
“The demands and preferences of today’s travelers continue to evolve, and Canopy by Hilton creates something new for consumers in the lifestyle space,” says Jim Holthouser, Hilton’s executive vice president, global brands. “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.”
The brand will develop through new-build and conversion projects in key urban neighborhoods and vibrant secondary markets around the world with properties expected to begin opening in 2015. Canopy by Hilton has 11 signed letters of intent to open in the several locations, including Portland, Oregon, London, Miami, Washington, DC, San Diego, Nashville, Savannah, and Oklahoma City.
