Hilton launches boutique hotel brand Canopy

Hilton Worldwide is to open 11 new properties in 2015 under its new Canopy by Hilton brand, including one in London.

Hilton launches boutique hotel brand Canopy
Hilton launches boutique hotel brand Canopy

Hilton is to open 11 Canopy by Hilton properties in 2015, including London, Miami, Nashville and Washington DC. The location of its London property has not yet been confirmed.

The new hotel concept aims to 'redefine the lifestyle category around the mindset of today's leisure and business travelers'.

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

"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 energising, comfortable stay with more included value."

Each property will be different, as its design, artwork and food will be inspired by its location. Basic wi-fi will be free.

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