Hilton Launches Its 14th Brand: Tapestry Collection by Hilton
A gathering of original, upscale hotels, offering travelers
independent hotel experiences combined with value and reliability
MCLEAN, Va.–(BUSINESS WIRE)–Hilton (NYSE: HLT) today announced the launch of a vibrant new brand
that offers guests a refreshing choice for an independent hotel stay: Tapestry
Collection by Hilton. Tapestry Collection by Hilton marks the 14th
brand and second collection brand for Hilton, the world’s
fastest-growing hospitality company on an organic net unit growth
percentage basis.
Tapestry Collection by Hilton was curated due to customer and owner
demand for original upscale hotels that cater to guests seeking
reliability and value in their independent hotel choices. Each hotel
will maintain its individual spirit, offering guests an experience that
is approachable and familiar as well as different from other hotels. In
addition, each stay is backed by the reassurance of the Hilton name as
well as its unmatched commercial engine and award-winning Hilton HHonors
program.
“The launch of Tapestry Collection by Hilton extends Hilton’s proven
growth strategy, which focuses on developing clearly-defined brands
organically to grow our global footprint, create more hotel options for
existing guests and attract new guests,” said Christopher J. Nassetta,
president and CEO, Hilton. “Tapestry Collection by Hilton will enable us
to provide the best of both worlds to travelers who are looking for an
independent hotel experience but also want the consistency and
reassurance they expect from Hilton.”
Seven hotels have signed letters of intent with the collection in the
following cities: Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.;
Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The collection
has an additional 35 deals in process, with the first property expected
to convert to Tapestry Collection by Q3 2017. Further additions to the
collection will be announced in the coming months.
The Tapestry Collection by Hilton is positioned in the upscale segment
just below Curio – A Collection by Hilton, which has been highly
successful since launching in 2014. Curio today operates more than 30
upper upscale hotels in seven countries with another 45 in the global
development pipeline.
According to Bobby Bowers, Senior Vice President, Operations, for
industry research firm STR, the supply of independent properties in the
upscale market is estimated to be more than 15,000 hotels globally.
“Considering the size of the market, Tapestry Collection by Hilton
should find ample opportunity for conversions well into the future,”
Bowers said. “This move is consistent with Hilton’s strategy of creating
and developing original brands that fuel organic growth.”
Hilton’s Organic Growth Strategy
While numerous brands compete in the luxury and upper upscale segments,
Hilton’s extensive consumer feedback and competitive data analysis have
revealed a white space opportunity in the upscale market segment,
especially for a collection brand.
Hilton has launched several brands in the past decade including Home2
Suites by Hilton in 2009, Curio – A Collection by Hilton in 2014, Canopy
by Hilton in 2014 and Tru by Hilton in 2016. Combined, they have added
20,000 rooms to the Hilton footprint, with another 66,000 in the
pipeline.
“With Tapestry Collection by Hilton we are responding to our guests’ and
owners’ desire for a compelling new choice for an upscale collection
brand,” said Mark Nogal, global head, Curio – A Collection by Hilton and
Tapestry Collection by Hilton. “A ‘tapestry’ is a one-of-a-kind, woven
piece of art, making it the ideal name for our new collection of hotels
that are dedicated to being different.”
Tapestry Collection by Hilton guests will be able to benefit from Hilton
HHonors, the award-winning guest-loyalty program for Hilton’s 14
distinct hotel brands that serve an ever-growing footprint of 60 million
members in 104 countries. Hilton HHonors members who book directly with
Hilton save time and money and gain instant access to the benefits they
care about most, such as an exclusive member discount, free Wi-Fi, and
the ability to earn and redeem Points for free nights. They can also
access digital amenities like digital check-in with room selection and
Digital Key (in select locations), available exclusively through the
industry-leading Hilton HHonors mobile app.
Media may access additional information about Tapestry Collection by
Hilton at news.tapestrycollection.com,
by visiting tapestrycollection.com
or by connecting with Tapestry Collection by Hilton on Facebook,
Instagram
and Twitter.
About Tapestry Collection by Hilton
Tapestry Collection by Hilton™ is a gathering of original upscale hotels
that caters to guests seeking reliability and value in their independent
hotel choices, with each stay backed by the reassurance of the Hilton
name and award-winning Hilton HHonors program. Learn more about Tapestry
Collection by Hilton at news.tapestrycollection.com
or by visiting tapestrycollection.com.
Connect with Tapestry Collection by Hilton on Facebook,
Instagram
and Twitter.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company, with a
portfolio of 14 world-class brands comprising nearly 4,900 properties
with more than 796,000 rooms in 104 countries and territories. Hilton
is dedicated to fulfilling its mission to be the world’s most hospitable
company by delivering exceptional experiences – every hotel, every
guest, every time. The company’s portfolio includes Hilton Hotels &
Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts,
Canopy by Hilton, Curio – A Collection by Hilton, DoubleTree by Hilton,
Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden
Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2
Suites by Hilton and Hilton Grand Vacations. The company also manages an
award-winning customer loyalty program, Hilton HHonors®. Hilton HHonors
members who book directly through preferred Hilton channels have access
to benefits including an exclusive member discount, free standard Wi-Fi,
as well as digital amenities that are available exclusively through the
industry-leading Hilton HHonors app, where Hilton HHonors members can
check-in, choose their room, and access their room using a Digital Key.
Visit news.hiltonworldwide.com for more information and connect with
Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
Contacts
Hilton
Astrid Egerton-Vernon, +1-917-488-9599
astrid.egerton-vernon@hilton.com
or
Hilton
Jacqueline
Toppings, +1-571-309-7081
jacqueline.toppings@hilton.com
