Hilton today announced the launch of its second collection brand, this one comprising independent upscale hotels that the company says will cater to guests seeking a reliable independent hotel that is backed by the Hilton name and part of the HHonors program.
The company has 35 deals in process, the first expected to convert to the Tapestry Collection by the third quarter of this year, and seven letters of intent, in Syracuse, N.Y.; Chicago; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The company has set a goal of 50 hotels by 2020, starting in the Americas and eventually going global.
“We really think that the Tapestry Collection will be able to go into suburban, tertiary and destination markets” because of the existing number of established independent hotels, said Mark Nogal, head of Curio and Tapestry. “We know through our research that there are 15,000 independent hotels worldwide that sit within the upscale category.”
The collection will grow by converting existing independent properties that have a “specific relationship to the neighborhood or the city” and are “one of a kind,” Nogal said, but that give travelers the security of a Hilton property in terms of condition and the ability to earn loyalty program points; HHonors currently has about 60 million members.
“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,” said Christopher Nassetta, Hilton’s president and CEO, according to a press release.
The company introduced the brand at the Americas Lodging Investment Summit in Los Angeles.
Owners wanted to join Curio, but their properties weren’t in Curio’s 4- to 5-star range, Nogal said. “We realized we were turning down business.” Curio operates more than 30 upper upscale hotels in seven countries with another 45 in development.
In terms of rate, “the markets are going to dictate the price,” Nogal said. “We’re not going to be setting the rates for the owners.” Fee structures will be similar to those of other Hilton brands, he said.
“We see the independent hotels as being able to complement what we’re doing with our hard brands,” he added.