Hilton president Christopher Nassetta reveals the Canopy brand

Hilton Worldwide has 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 Nassetta, president and chief executive 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 the guest experience,” he 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 of capital-intensive design and deliver exactly what the target consumer desires: an energizing, comfortable stay with more included value.”

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 Vanderslice, global head, luxury and lifestyle brands, Hilton Worldwide.

“Canopy is the energising new hotel in the neighbourhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward.”

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.

Canopy by Hilton will develop through new-build and conversion projects in key urban neighborhoods and vibrant secondary markets around the world with the first 11 properties expected to begin opening in 2015.