Hilton to Launch New Hotel Brand - Canopy

Hilton has launched a new hotel brand, Canopy by Hilton.

Canopy by Hilton hotels will be developed 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.

“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide. “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.”

No two Canopy hotels will be the same, but basic Wi-Fi and an artisanal breakfast, along with a local welcome gift and an evening tasting of local beer, wine, or spirits will be included at all.

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
• Canopy Miami | Brickell
• Canopy Washington, D.C. | Bethesda North
• Canopy San Diego | Gaslamp Quarter
• Canopy Nashville | Downtown
• Canopy Savannah | Historic District
• Canopy Indianapolis | City Centre
• Canopy Charlotte | Uptown
• Canopy Oklahoma City | Bricktown
• Canopy Ithaca | The Commons

Hilton says that Canopy’s brand and 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.”