Hilton unveils lifestyle hotel brand

Hilton Worldwide announced Wednesday the launch of its new lifestyle brand, Canopy by Hilton.

The new brand, set to open at hotels in 11 locations, will feature individualized features from the properties' local neighborhood, a comfortable lobby and “extra-value” items such as a welcome gift and local food and beer tastings.

“Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience,” Hilton CEO Christopher Nassetta said in a statement. “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 energizing, comfortable stay with more included value.”

The hotels will begin opening in 2015. Canopy by Hilton has signed letters of intent to open in neighborhoods in Portland, London, Miami, Bethesda, Md., San Diego, Nashville, Savannah, Ga., Indianapolis, Charlotte, Oklahoma City and Ithaca, N.Y.

Canopy has already attracted the interest of ownership groups including The Buccini/Pollin Group, KeyStone Corporation, Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality, and Levine Properties.