MCLEAN, Va.—Hilton Worldwide today announced the launch of Canopy by Hilton, a new lifestyle hotel brand. Christopher J. Nassetta, president and CEO of Hilton Worldwide, unveiled the Canopy concept to nearly 1,900 owners and development representatives at Hilton Worldwide’s Global Partnership Conference in Orlando, Fla.
“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” Nassetta said. “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.”
Hilton Worldwide 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,” said John T.A. Vanderslice, global head, luxury and 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.”
Four essential elements define a Canopy hotel: great neighborhoods, comfort and design, more included value, and Hilton’s “positively yours” culture. The hotels will focus on being local, through design, food and beverage, art, and local know-how. A people-first approach to design weaves in the energy of the neighborhoods. 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, and hotel staff will deliver a one-stop approach to front-of-house service.
“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.”
Canopy will develop through new-build and conversion projects in key urban neighborhoods and 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 following neighborhoods: Portland, Pearl District; London; Miami, Brickell; Washington, D.C., Bethesda North; San Diego, Gaslamp Quarter; Nashville, Downtown; Savannah, Historic District; Indianapolis, City Centre; Charlotte, Uptown; Oklahoma City, Bricktown; and Ithaca, The Commons.
The brand has already attracted the interest of ownership groups including The Buccini/Pollin Group, KeyStone Corporation, Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality, and Levine Properties.
“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,” said Dave B. Pollin, co-founder and president of The Buccini/Pollin Group, of being one of the first to ink a deal for Canopy. “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.”