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Hilton launches a new lifestyle brand

2 min reading time

Published on 15/10/14 - Updated on 17/03/22

Canopy Portland - Lobby

The new brand Canopy by Hilton will be developed worldwide with the first openings scheduled in 2015 in the United States and the United Kingdom .

Hilton Worldwide is positioning itself on the lifestyle segment with the launch of the brand Canopy by Hilton. "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 energizing, comfortable stay with more included value," explained Christopher J. Nassetta, president and CEO Hilton Worldwide.

Four essential elements define Canopy Hotels:

  • Great neighborhoods: the brand wants to be a beacon in its neighborhoods - local, through design, food and beverage, art, and local know-how.
  • Comfort and design: people come first. Neighborhood energy flows through an open, welcoming lobby space and leads to warm, inviting, and comfortable just-right rooms.
  • More included value: guests demand a more inclusive approach and surprising extras - basic Wi-Fi and an artisanal breakfast are included, along with a local welcome gift and an evening tasting of local beverages.
  • A "positively yours" culture: The "positively yours" service culture means hotel "Enthusiasts" deliver a one-stop approach to front-of-house service.

    The new brand will be developed internationally through new-build and conversion projects in key 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 United States and the United Kingdom, with projects in London, Portland, Miami, Washington, D.C., San Diego, Nashville, Savannah, Indianapolis, Charlotte, Oklahoma City and Ithaca.




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