Hilton Hotels & Resorts have recently launched Canopy by Hilton, a hotel management and marketing arm of their business which will take on existing hotels and offer the “Hilton” experience. Guests will benefit from the Hilton HHonors™ rewards and the reassurance of a trusted global brand, and the property owners receive the benefits of the marketing Hilton can provide to attract guests. Their promotional video explains a little behind the idea which may be viewed below.
The key elements
Beyond simply creating a positive stay, five essential elements define what it means to be a Canopy hotel.
Great neighbourhoods. Canopy is all about being local, through design, food and beverage, art and knowledge. No two Canopy hotels will be the same, and we know that’s what our guests want.
Market-driven approach. Who knows our markets and guests’ needs better than our owners? Together with our owners, we will explore each hotel’s unique potential for destination dining, rooftop bars, social and meeting spaces and swimming pools.
Comfort and design. We take a people-first approach to design. The energy of our great neighbourhoods flows through our open, welcoming lobby space. This energy gives way to warm, inviting and comfortable “just-right rooms.”
More included value. We know our guests are willing to pay for a more inclusive approach. So basic Wi-Fi and an artisanal breakfast are included, along with a local welcome gift and an evening tasting of local beers, wines or spirits to bring the neighbourhood to life.
Our “positively yours” culture. With our “positively yours” service culture, our brand promise is to deliver a “positive stay.” Our team members are “enthusiasts” and in the front of the house it’s a whole new approach: one-stop service.
Hilton are currently looking for partners to join Canopy by Hilton as well as local businesses who would like to promote their restaurants, attractions and activities to enhance the services on offer.
In the first instance, Hilton are looking for “vibrant neighbourhoods” in urban areas that have proven to support a premium ADR. Once the brand has settled in then they’ll look for other areas to branch out into.
Hilton are looking for unique buildings in interesting places, ideally with a boutique feel to the place to fit the brand image. However, the clear message with the Canopy brand is the location (we’re all familiar with the “location, location, location” mantra) and guests immersing themselves within the area. Watch this space for more details.
