Hilton’s lifestyle brand takes boutique aim at local market


Canopy by Hilton, the chain brand’s newest lifestyle arm, has announced its first digital collaboration, Canopy by You, which aims to connect with locals to help each hotel to better engage with its community.

The three-month digitally-based programme has been designed to reinforce the brand’s commitment to locally-inspired design, food and drink and art by engaging local tastemakers and curating neighbourhood experiences that will then be considered as new guest offerings in future Canopy locations.

Known as Canopy Guest Enthusiasts, the influencers will each tell their own stories, while exploring three of Canopy’s upcoming destinations.

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They will then interact with locals through the Canopy by Hilton social media channels and encourage more people to share their own recommendations. The brand is hoping this will inspire new ideas to potentially be included in the new hotels.

While the new scheme is being rolled out in the US for now at the first Canopy by Hilton property due to open in Washington in 2016, if all works well then it has every possibility to come over to the UK.

“One of the key pillars of our Canopy by Hilton brand is to create a meaningful connection between the people who visit our hotels and the destinations themselves,” said Gary Steffen, global head, Canopy by Hilton. “Tapping local experts to share their favorite neighborhood destinations and encourage locals to do the same is just one of the many ways we are sparking conversations between locals and travelers and truly bringing the neighborhood into our hotels.”