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At last, Hilton launches lifestyle brand

Hilton Worldwide on Wednesday announced the launch of its long-awaited, “accessible” lifestyle brand, Canopy by Hilton.

Upper-upscale Canopy, the company’s 12th brand, will develop through new-build and conversion projects in key urban 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, and reportedly Hilton has a goal of 100 hotels open or in the pipeline within five years.

Rendering for the lobby at the Canopy in Portland, Oregon
Rendering for the lobby at the Canopy in Portland, Oregon

With a reported development cost of about US$100,000 per key, Hilton said it wants to manage about half of the Canopys and franchise the rest. Among some of the initial developers are The Buccini/Pollin Group, KeyStone Corp., Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality and Levine Properties.

“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,” said Hilton President and CEO Chris Nassetta. “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.”

John Vanderslice, global head, luxury and lifestyle brands, for Hilton calls Canopy “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.”

The optimal Canopy hotel will have between 150 and 250 rooms. Amenities will include a complimentary “artisanal breakfast” featuring fresh, local ingredients as well as the Canopy Rise & Dine grab and go breakfast. Another culinary touch: a gift bag at check-in with items such as local chocolate or popcorn, and hotels will also feature evening tastings of locally produced wines, spirits or beers. Canopy hotels will also emphasize its neighborhood’s products, artwork and personalities. 

Guests will be able to check in on mobile phones, which will also act as room keys. Wi-Fi access will be tiered, starting with free access at the basic level.

Canopy by Hilton outdoor signage
Canopy by Hilton outdoor signage

Four essential elements will define a Canopy hotel:

  • Great neighborhoods, with no two Canopy hotels being the same
  • Comfort and a people-first design approach 
  • More value, with basic Wi-Fi and breakfast included along with a local welcome gift and an evening tasting of local beer, wine or spirits
  • A “Positively yours” culture through which hotel “Enthusiasts” will deliver a one-stop approach to front-of-house service
Rendering of the facade of the Canopy San Diego
Rendering of the facade of the Canopy San Diego

The 11 letters of intent are for the following locations:

  • Portland, Oregon: Pearl District
  • London: Neighborhood to be announced
  • Miami: Brickell
  • Washington, D.C.: Bethesda North
  • San Diego: Gaslamp Quarter
  • Nashville, Tennessee: Downtown
  • Savannah, Georgia: Historic District
  • Indianapolis: City Centre
  • Charlotte, North Carolina: Uptown
  • Oklahoma City: Bricktown
  • Ithaca, New York: The Commons
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