Hilton today announced the launch of a new boutique brand called ‘Canopy by Hilton’.
The new brand will focus on major and medium-size cities, with commitments from hotel owners or developers in 11 locations, including London and Miami. Hilton says its goal is to have 100 hotels open or in the pipeline within five years.
Canopy will feature new technologies such as the ability to use a mobile phone for check-in and as a room key. The hotels will also emphasise local products, from locally crafted beers to paintings from local artists.
Christopher Nassetta, president and CEO of Hilton Worldwide, said: “Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the 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.”