Hilton launches lifestyle hotel brand

Hilton launches lifestyle hotel brand
By admin


Hilton Worldwide has launched a new global hotel brand, Canopy by Hilton, to tap into the burgeoning 'lifestyle space' rising in popularity among business and leisure travellers.

The new brand represents a new hotel concept, according to the group, which says has high growth potential and a sustainable business model, targeting guests on preferences and needs, rather than demographics alone.

“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 energising, comfortable stay with more included value,” Hilton Worldwide CEO, Christopher Nassetta said.

New build and conversion projects in key urban neighbourhoods are underway, with properties to begin opening by 2015. So far, the group says it has 11 letters of intent signed to open properties in London, Miami and Washington D.C, to name a few.

Canopy by Hilton will encompass four “essential elements” – great neighbourhoods, comfort and design, the group’s “positively yours” culture and more included value – which will include free basic Wi-Fi, artisanal breakfast and evening beer and wine tastings.

“We’ve launched a brand that is all about the mindset of today’s traveller and creating a positive stay,” Hilton Worldwide global head, luxury & lifestyle brands, John Vanderslice said.

“Canopy is the energising new hotel in the neighbourhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward.”

The new hotel brand will also present guests with more choice and control “than ever before” from mobile straight-to-room arrival to “surprising extras” throughout their stay. Members of the group’s loyalty programme, HHonors, will also earn points for stays.

Ownership groups include The Buccini/Pollin Group, KeyStone Corporation, Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality, and Levine Properties.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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