MCLEAN, Va. — Hilton has launched Tapestry Collection by Hilton — a new collection brand offering guests a selection of independent hotels. Tapestry Collection marks the company’s 14th brand and its second collection brand.
Tapestry Collection by Hilton was curated in response to customer and owner demand for original, upscale hotels that cater to guests seeking reliability and value in their independent hotel choices. The collection allows each hotel to maintain its individual spirit while being a part of the Hilton system, as well as the Hilton HHonors program.
“The launch of Tapestry Collection by Hilton extends Hilton’s proven growth strategy, which focuses on developing clearly defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests,” says Christopher J. Nassetta, president and CEO, Hilton. “Tapestry Collection by Hilton will enable us to provide the best of both worlds to travellers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton.”
The Tapestry Collection is positioned in the upscale segment just below Curio – A Collection by Hilton, which launched in 2014.
To date, seven hotels in the U.S. have signed letters of intent with the collection. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017.
