Hilton Worldwide has recently announced the launch of Canopy by Hilton, a new hotel brand that redefines 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 to nearly 1,900 owners and development representatives at Hilton Worldwide’s Global Partnership Conference in Orlando, Florida.
“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and guest experience. 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 energising, comfortable stay with more included value,” Nassetta said.
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. 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. 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.
Canopy’s strong brand value proposition and compelling 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.