Hilton Worldwide Launches New Lifestyle Brand

Hilton Worldwide has launched a new lifestyle brand called Canopy by Hilton, its second new brand this year. Located in both new-build and conversion properties, the brand has garnered 11 letters-of-intent to open in London, Portland, Miami, Washington DC, San Diego, Nashville, Savannah, Indianapolis, Charlotte, Oklahoma City and Ithaca.

 

The hospitality giant has opted to move the brand’s focus away from capital-intensive hardware to 4 key elements. “Great Neighbourhoods” will give each Canopy hotel a unique local identity, while “Comfort and Design” aims to leverage on the energy of the hotel’s surroundings in its design features. “More Included Value” sees the inclusion of basic Wi-Fi and breakfast to room rates, along with a local welcome gift and evening tastings of wine, beer or spirits. Completing the quartet is what the company calls a “Positively Yours” service culture, offering a 1-stop approach to service.

 

The new brand will leverage on the award-winning Hilton HHonors loyalty program. Guests will earn exclusive benefits and Points towards free nights and premium merchandise, with members of the Diamond and Gold tiers also receiving extra HHonors Bonus Points and space-available room upgrades on qualifying stays.

 

Canopy by Hilton is Hilton Worldwide’s 12th brand and comes 4 months after Hilton Worldwide revealed its Curio Collection.

 

For more information, visit www.hiltonworldwide.com and www.canopybyhilton.com.

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