Hilton
Worldwide today announced the launch of Canopy
by Hilton, a new hotel brand that redefines the lifestyle category
around the mindset of today’s leisure and business travelers.
Christopher J. Nassetta, president and CEO of Hilton Worldwide, unveiled
the Canopy by Hilton concept to nearly 1,900 owners and development
representatives at Hilton Worldwide’s Global Partnership Conference in
Orlando, Florida.
“Built on extensive market research, our highly anticipated Canopy by
Hilton brand delivers a fresh approach to hospitality and the guest
experience,” Nassetta said. “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 energizing,
comfortable stay with more included value.”
Canopy by Hilton represents a new hotel concept with high growth
potential, a clearly defined guest offering, and a sustainable business
model. Hilton Worldwide identified a viable target audience based on
preferences and needs, not demographics alone. “We’ve launched a brand
that is all about the mindset of today’s traveler and creating a
positive stay,” said John T.A. Vanderslice, global head, luxury &
lifestyle brands, Hilton Worldwide. “Canopy is 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.”
Through Hilton Worldwide’s extensive research and analysis, Canopy by
Hilton’s proposition and concept has been refined and validated at every
step with both guests and owners alike. Beyond simply creating a
positive stay, four essential elements define what it means to be a
Canopy hotel:
-
Great neighborhoods. Canopy by Hilton is the streetlamp of the
neighborhood. We are all about being local, through design, food and
beverage, art, and local know-how. No two Canopy hotels will be the
same, and we know that’s what our guests want.
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Comfort and design. We take a people first approach to design.
The energy from our great neighborhoods flows through our open,
welcoming lobby space. This energy gives way to warm, inviting, and
comfortable just-right rooms.
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More included value. We know our guests demand a more inclusive
approach and surprising extras. So basic Wi-Fi and an artisanal
breakfast are included, along with a local welcome gift and an evening
tasting of local beer, wine, or spirits*.
-
Our “positively yours” culture. With a “positively yours”
service culture, hotel “Enthusiasts” will deliver a one-stop approach
to front-of-house service.
“The demands and preferences of today’s travelers continue to evolve,
and Canopy by Hilton creates something new for consumers in the
lifestyle space,” said Jim Holthouser, executive vice president, global
brands, Hilton Worldwide. “Canopy by Hilton will deliver more choice and
control for guests than ever before, from a mobile straight-to-room
arrival to surprising extras throughout each stay.”
Canopy by Hilton 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 to open in the following
neighborhoods:
-
Canopy Portland | Pearl District
-
Canopy London | Neighborhood to be announced
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Canopy Miami | Brickell
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Canopy Washington, D.C. | Bethesda North
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Canopy San Diego | Gaslamp Quarter
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Canopy Nashville | Downtown
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Canopy Savannah | Historic District
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Canopy Indianapolis | City Centre
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Canopy Charlotte | Uptown
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Canopy Oklahoma City | Bricktown
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Canopy Ithaca | The Commons
Canopy’s strong brand value proposition and compelling operating
platform have already attracted the interest of ownership groups
including The Buccini/Pollin Group, KeyStone Corporation, Anish Hotel
Group, Baywood Hotels, North Point Hospitality Group, J Street
Hospitality, and Levine Properties.
Dave B. Pollin, co-founder and president of The Buccini/Pollin Group,
said of being one of the first to ink a deal for Canopy by Hilton,
“Hilton’s leadership and track record in building successful brands was
the primary reason we wanted to be among the first to develop this new
lifestyle brand. The concept and timing of Canopy by Hilton entering and
redefining the lifestyle space is right because of changing guest
preferences and a demand for more local experiences. Canopy by Hilton
offers us the opportunity to compete in ways we haven’t been able to
before.”
At Canopy by Hilton, loyalty is rewarded. As a member of Hilton HHonors,
our award-winning loyalty program, guests can earn exclusive benefits
and Points towards free nights, premium merchandise, unforgettable
experiences and more. HHonors Diamond and Gold members also receive
extra HHonors Bonus Points and space-available room upgrades on
qualifying stays.
Connect with Canopy by Hilton on Facebook,
Twitter,
and Instagram
for live coverage of launch events and interviews with Hilton Worldwide
executives as well as future property owners. Explore fresh-forward
thinking in travel, design, and wellness with our hashtag,
#PositivelyYours.
Experience Canopy at www.canopybyhilton.com.
*Service of alcohol subject to state and local laws. Must be of legal
drinking age.
About Canopy by Hilton
Canopy by Hilton is the energizing, new hotel in the neighborhood
offering simple guest-directed service, thoughtful local choices, and
surprisingly comfortable spaces, so guests simply feel better going
forward. Each property is designed as a natural extension of its
neighborhood, with local design, food and drink, and delivers a fresh
approach to hospitality and the guest experience. Canopy by Hilton is
the lifestyle hotel brand of Hilton Worldwide. Learn more at www.canopybyhilton.com.
About Hilton Worldwide
Hilton Worldwide (NYSE: HLT) is a leading global hospitality company,
spanning the lodging sector from luxury and full-service hotels and
resorts to extended-stay suites and focused-service hotels. For 95
years, Hilton Worldwide has been dedicated to continuing its tradition
of providing exceptional guest experiences. The company’s portfolio of
12 world-class global brands comprises more than 4,200 managed,
franchised, owned and leased hotels and timeshare properties, with more
than 685,000 rooms in 92 countries and territories, including Hilton
Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels &
Resorts, Curio – A Collection by Hilton, Canopy by Hilton, DoubleTree by
Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels,
Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand
Vacations. The company also manages an award-winning guest-loyalty
program, Hilton HHonors.
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