Hilton Worldwide is launching a new hotel brand – Canopy by Hilton – that aims to redefine the lifestyle category around the mindset of today’s leisure and business travellers. Christopher J. Nassetta, president and CEO of Hilton Worldwide, unveiled the Canopy by Hilton concept:
Delivering what the target consumer desires
“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 capital-intensive design and deliver exactly what the target consumer desires: an energizing, comfortable stay with more included value.”
High growth potential
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 traveller 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 neighbourhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward.”
Refined and validated with guests and owners
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 neighbourhoods. Canopy by Hilton is the streetlamp of the neighbourhood. All about being local, through design, food and beverage, art, and local know-how. No two Canopy hotels will be the same, and Hilton knows that’s what their guests want.
- Comfort and design. Taking a people first approach to design. The energy from great neighborhoods flows through the open, welcoming lobby space. This energy gives way to warm, inviting, and comfortable just-right rooms.
- More included value. 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.
More choice and control for guests
“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 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 neighbourhoods and vibrant secondary markets around the world with properties expected to begin opening in 2015.
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 the hashtag, #PositivelyYours.
For more information click here