Hilton new brand makes 14th for the group

Hilton has launched a new brand that offers guests a “refreshing choice for an independent hotel stay”: Tapestry Collection by Hilton.

Tapestry Collection by Hilton marks the 14^th brand and second collection brand for Hilton, the world’s fastest-growing hospitality company on an organic net unit growth percentage basis.

According to the group, the new brand was curated due to customer and owner demand for original upscale hotels that cater to guests seeking reliability and value in their independent hotel choices.

The hotels will be individual entities, offering guests an experience that is approachable and familiar as well as different from other hotels. In addtion, guests will be able to earn Hilton HHonors points.

“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,” Christopher J. Nassetta, president and CEO, Hilton said.

“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.”

Seven hotels have signed letters of intent with the collection in the following cities: Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017.

The Tapestry Collection by Hilton is positioned in the upscale segment just below Curio – A Collection by Hilton, which launched in 2014 and operates 30 upper upscale hotels in seven countries with another 45 in the global development pipeline.

According to Bobby Bowers, Senior Vice President, Operations, for industry research firm STR, the supply of independent properties in the upscale market is estimated to be more than 15,000 hotels globally.

“Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future,” Bowers said.

“This move is consistent with Hilton’s strategy of creating and developing original brands that fuel organic growth.”

While numerous brands compete in the luxury and upper upscale segments, Hilton’s extensive consumer feedback and competitive data analysis have revealed a white space opportunity in the upscale market segment, especially for a collection brand.

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