Hilton Worldwide announced the launch of a new lifestyle hotel brand, Canopy by Hilton, at the company's Global Partnership Conference in Orlando, Florida.
Built on extensive market research, Canopy aims to be a more accessible take on a lifestyle brand with a less capital-intensive design and more focus on the consumer needs identified in Hilton's research, said Hilton Worldwide CEO Christopher J. Nassetta.
A Canopy hotel is defined by four essential elements:
Great neighborhoods -- Building on growing consumer interest in locally-focused travel, each Canopy property will uniquely reflect its neighborhood through its design, food and beverage and art.
Comfort and design -- The design of the hotels will emphasize guest comfort, from open lobbies to the guestrooms.
More included value -- Room rates will include many common amenities, especially basic Wi-Fi, artisanal breakfast, a local welcome gift and an evening tasting of local beer, wine or spirits (subject to local drinking laws).
A "positively yours" service culture -- Hotel workers, dubbed "enthusiasts," will aim to provide a "one-stop approach" to front-of-house service.
Canopy properties will also offer guests the option of mobile straight-to-room arrival, said Jim Holthouser, EVP, global brands, Hilton Worldwide.
Canopy by Hilton will develop new-build and conversion projects in key urban neighborhoods and secondary markets, with properties expected to begin opening in 2015. The brand has 11 signed letters of intent to open in the following neighborhoods:
- 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
Guests staying at Canopy will be able to earn points in Hilton HHonors, Hilton's loyalty program.