Hilton confirms roll out of ‘lifestyle' hotel chain Canopy

15 October 2014 by
Hilton confirms roll out of ‘lifestyle' hotel chain Canopy

Hilton Worldwide has today confirmed plans to roll out a new "lifestyle" hotel chain, to be called Canopy by Hilton in 2015.

The hotel group is aiming the brand at a wider audience with lower room rates than some of its direct competitors.

"Built on extensive market research, our Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience," said chief executive Christopher J Nassetta. "We identified the need to take the emphasis off capital-intensive design and deliver exactly what the target consumer desires: an energising, comfortable stay with more included value."

Four main elements will define the concept:

• The hotels will be located in neighbourhoods, with an emphasis on creating a local feel through design, food, art and service - and no two hotels will be the same

• The design emphasis will be on an open, welcoming lobby and comfortable rooms

• Added value means breakfast and basic Wi-Fi is included and there will be local wine and beer tasting evenings

• A one-stop approach to front-of-house service

There will also be a focus on new technology, enabling guests to check-in using a mobile phone which can then double as a room key.

"The demands and preferences of today's travellers continue to evolve and Canopy by Hilton creates something new for consumers in the lifestyle space," said executive vice-president global brands Jim Holthouser. "It will deliver more choice and control then ever before, from a mobile straight-to-room arrival to surprising extras throughout each stay."

Canopy by Hilton will focus on major and medium-sized cities and already has commitments from hotel owners or developers in 11 locations including London, Washington, Miami, and Nashville. It expects to begin opening properties next year, with a target of 100 hotels open or in the pipeline within five years.

Hilton put its lifestyle brand on hold after a 2010 legal settlement with Starwood Hotels & Resports Worldwide, which alleged that Hilton stole sensitive documents related to developing a lifestyle brand. As part of the settlement, the business was prohibited from entering the lifestyle sector of the market for two years, although Hilton did not admit wrongdoing.

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