Hilton Worldwide announced the launch of Canopy by Hilton, a new hotel brand, with properties expected to start opening in 2015. Described by the company as an “accessible lifestyle brand,” the project drawing on five essential elements which define what it means to be a Canopy hotel – Great neighborhoods, Market-driven approach, Comfort and design, More included value and Our “positively yours” culture.
“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” Christopher J. Nassetta, president and CEO of Hilton Worldwide 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 has signed 11 letters of intent to open hotels in cities including Miami; Portland, Ore.; San Diego; Savannah; Washington, D.C.; Nashville and London.