Hilton Worldwide is to launch a new lifestyle brand under the name Canopy, which will see the first hotels open next year.
The hotel group announced detailed plans for the new boutique development yesterday, and will focus on tapping markets in major and medium-sized cities totalling 11 locations, including London and Miami.
The goal is to have 100 hotels open or in the pipeline within the next five years.
Canopy will feature new technologies such as mobile phone check-in and each hotel will emphasise its locality through food and beverage and paintings from local artists.
The announcement comes following the hotel group’s confirmation of the rollout of Curio, its first foray into the boutique market.
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 capital-intensive design and deliver exactly what the target consumer desires: an energising, comfortable stay with more included value.”