Hilton’s Canopy Lifestyle Brand Capitalizes on the ‘Little Things’

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Independent, destination-authentic lifestyle hotel brands with extended access to the Hilton HHonors loyalty program and other perks. This characterizes Hilton’s latest brands, including Canopy, which hit the ground running this past October. Hilton worked with 9,000 consumers to hammer out and test the Canopy concept, which will be geared toward leisure and business travelers. Currently, 11 hotels are planned to roll out across popular global urban cities such as London, Portland, Washington, D.C., and Nashville, beginning this year—nine out of the 11 properties will be new builds.

Though striving to squeeze into upscale and upper-scale segments, Canopy hotels will have an urban neighborhood vibe with a tight focus on creating meaningful local experiences on- and off-site. “It’s the little things” could very well have been Canopy’s catch phrase, with such touches as local welcome gifts and artisanal breakfasts on the agenda.

“We’ve launched a brand that is all about the mindset of today’s traveler and creating a positive stay,” says John Vanderslice, global head of luxury & lifestyle brands for Hilton Worldwide. “Canopy is the energizing new hotel in the neighborhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward.”

Hilton hopes Canopy’s arrival in the lifestyle segment will differentiate through a balance between higher-end services such as free wine, local craft beer and spirit tastings and high-octane concierge, and select-service like complimentary breakfast. Free WiFi, straight-to-room mobile check-in, room choice and keyless entry and filtered water are also in the works. Lobby space—called Canopy Central—will feature predominately in the Canopy playbook, the overall vision being to merge the lobby and surrounding neighborhood. Building on this fresh-forward theme, Canopy Rise & Dine breakfast will bring local tastes to guest rooms.

Hilton’s second lifestyle brand to debut last year already has quite the portfolio. Currently, five hotels have been hand-picked for Curio, an upper upscale brand. Only of 4- and 5-star hotels will make the cut. Though also geared toward travelers seeking local immersion, the historic edge of Curio’s properties differentiates from Canopy. In the mix is the iconic 1920s Providence Biltmore, built by the same architects of New York’s Grand Central Station. The SLS Las Vegas, an incarnate of the iconic Sahara Hotel & Casino which once hosted fan favs such as Judy Garland and Tony Bennett is also a Curio anchor.

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