Hilton has introduced its 14th brand with the launch of the Tapestry Collection by Hilton. Developed in response to growing customer and owner demand for upscale and independent hotel experiences as well as a desire to appeal to younger consumers, the upscale soft brand will feature properties with individualized spirits.
Seven hotels have signed letters of intent to join the collection in Chicago; Nashville; Warren, New Jersey; Syracuse, New York; and two in Indianapolis. An additional 35 deals are in the works, with the first Tapestry property slated to open in the third quarter of 2017.
“With Tapestry Collection by Hilton, we are responding to our guests’ and owners’ desire for a compelling new choice for an upscale collection brand,” says 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.”
“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,” says Hilton president and CEO Christopher J. Nassetta. “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.”
Tapestry will be positioned in Hilton’s upscale segment below its Curio brand, which debuted in 2014.
