Hilton Announces New Brand of Hotels

In an attempt to reach to different kind of travelers, Hilton announces new brand of hotels dedicated to socializing and technology.

Hilton Worldwide has announced a new brand, beginning in a number of major American cities, that will target travelers that view social spots and technological advancements.

The brand, Canopy by Hilton, is set to open in 2015 in the follower American cities:

1. Washington, D.C.
2. Miami
3. Charlotte
4. San Diego
5. Nashville
6. Oklahoma City
7. London
8. Savannah, Georgia
9. Ithaca, NY
10. Portland
11. Indianapolis

The hotels will either be built new or will be remodeled versions of current Hilton hotels.  Hilton Worldwide CEO 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,” in a written statement.  The brand was announced at Hilton Worldwide’s Global Partnership Conference in Orlando.

USA Today described what the hotels will look like:

Here’s what you can expect from a Canopy hotel: Lobbies that feel like gathering areas, a healthy breakfast with items such as quiche and smoked salmon, an evening reception with local beer, wine and spirits.

Complimentary bikes will be available. Guests will also receive a welcome gift unique to the city. And they will be allowed to check in to their rooms on their mobile devices.

All will be at a price that Hilton describes as “accessible.”

Some analysts say this is an attempt by Hilton to reach out to a customer base within the 20 and 30-year-old millennial travelers.  Marriott announced last year that it was moving forward on plans to target that specific demographic.  Hilton has denied that it is seeking to reach out to any specific demographic, and that it is focusing on reaching travelers with an interest in socialization and technology at the hotels that they stay in.

According to Jim Holthouser, the vice president of Global Brands for Hilton, “It all starts with the neighborhood. “You will not find Canopy hotels in an airport location or near suburban malls. That’s not what this is. … Every hotel will take its inspiration from the neighborhood.”

I’ve always enjoyed my stays at Hilton, and will be interesting to see what this new brand has to offer!