Canopy by Hilton hotels is expected to begin opening hotels in 2015 and London is one of the first 11 cities worldwide chosen to host one.
The brand’s concept will focus on creating hotels inspired by their neighborhood settings which offer an inclusive, ‘added-value’ stay for guests.
President and chief executive of Hilton Worldwide Christopher Nassetta 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 of capital-intensive design and deliver exactly what the target consumer desires; an energizing, comfortable stay with more included value.”
Canopy by Hilton will define itself by four elements:
- Neighborhood feel
Hilton intends for every Canopy branded hotel to be different and relevant to its local neighbourhood in terms of its design, food and beverage offering, art, and local know-how among staff.
- Comfort and design
The ‘energy’ from the local neighbourhood will be incorporated into each hotel’s design to create an ‘inviting and comfortable’ space.
- More included value
At Canopy by Hilton basic Wi-Fi and an artisanal breakfast will be included in the guest package, as well as a local welcome gift and an evening tasting of local beer, wine or spirits.
- A ‘positively yours’ culture.
Front-of-house staff will be hotel ‘enthusiasts’ who will deliver quick and simple service.
Executive vice president of global brands at Hilton Worldwide Jim Holthouser said: “The demands and preferences of today’s travelers continue to evolve and Canopy by Hilton creates something new for consumers in the lifestyle space.
“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.”