MCLEAN, Va. — Simple, guest-directed service and an emphasis on value are some of the elements offered by the new Canopy by Hilton lifestyle brand, announced during Hilton Worldwide’s Global Partnership Conference in Orlando, Fla.

“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” said Christopher J. Nassetta, president and CEO of Hilton Worldwide. “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.”

Each Canopy property will be differentiated from the next with local art, design, food and beverages. The design is centered around warm and inviting spaces, while the service culture, dubbed “Positively Yours,” is led by staff members who are known as “enthusiasts.” Other offerings include mobile check-in, complimentary basic Wi-Fi and artisanal breakfast items as well as an evening beer, wine or spirit tasting.

Eleven locations have already been identified with letters of intent as key areas to open properties. The earmarked cities are Portland, Ore., London, Miami, Washington, D.C., San Diego, Nashville, Tenn., Savannah, Ga., Indianapolis, Charlotte, N.C., Oklahoma City and Ithaca, N.Y.


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