Hilton has announced the launch of its 14th hotel brand, a collection of independent-style hotels called Tapestry.
The Tapestry Collection has been positioned in the upscale segment just below Hilton’s existing brand Curio – A Collection by Hilton, and is described as being a collection of hotels for guests seeking “reliability and value in their independent hotel choices”.
Seven hotels in the US have so far signed letters of intent to join the collection, with an additional 35 expected to do the same in the coming months. The first hotel will be converted to the brand in the third quarter of 2017.
It is not known whether the collection will be launched in the UK.
A statement from Hilton said each hotel will maintain its “individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels”, and in additional guests will also receive access to the company’s HHonors programme.
Christopher J. Nassetta, president and CEO at Hilton, said: “Tapestry Collection by Hilton will enable us to provide the best of both worlds to travellers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton.”