27 OCTOBER 2014


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Article from BTNews 27 OCTOBER 2014

Hilton launches 'Canopy' brand

New brand launches seem to be the ‘in thing’ with the major hotel groups.

Hilton Worldwide announced the launch of its latest product 'Canopy' at a gathering in Orlando, called the Global Partnership Conference, of nearly 1,900 owners and development representatives.  The brand, officially “Canopy by Hilton”, falls in the lifestyle category and is focused on today’s leisure and business travellers.

“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,” said Christopher J. Nassetta, President and CEO of Hilton Worldwide, in introducing Canopy by Hilton. “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” will develop through new-build and conversion projects with properties expected to begin opening in 2015.  Letters of Intent have already been signed for openings in key urban neighbourhoods in the following 11 cities: Portland, London, Miami, Washington DC, San Diego, Nashville, Savannah, Indianapolis, Charlotte, Oklahoma City and Ithaca.  www.canopybyhilton.com

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