Hilton Introduces New 12th Brand – Canopy By Hilton

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Hilton unveiled their 12th brand yesterday, called Canopy by Hilton. The target customer isn’t specified, but after reading the press release it sounds like the unspoken term is Millennial.

Here are four cornerstones of Canopy by Hilton –

Screen Shot 2014-10-15 at 7.36.28 PM

Free Wifi is included, which is great to hear.

Locations will be in urban areas, and letters of intent have been signed for –

Canopy Portland, Pearl District
Canopy London, to be determined
Canopy Miami, Brickell
Canopy Washington, D.C., Bethesda North
Canopy San Diego, Gaslamp Quarter
Canopy Nashville, Downtown
Canopy Savannah, Historic District
Canopy Indianapolis, City Centre
Canopy Charlotte, Uptown
Canopy Oklahoma City, Bricktown
Canopy Ithaca, The Commons

Canopy by Hilton’s hashtag is #PositivelyYours, and here’s a link to their website. There isn’t a ton of information available just yet, but here’s their introductory video –

In case you’re curious, the other 11 Hilton brands are – Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Curio – A Collection by Hilton, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations.

The new Canopy by Hilton properties are due to debut in 2015.

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  1. Have to laugh at Canopy Washington, D.C. being located in Bethesda North. Certainly not what I would call the “streetlamp” of DC.

  2. Laughable. Typical disconnect between “what we are” and “what we aspire to be.” This plagues Hilton and Marriott more than others in the hotel industry, but is prevalent through the travel/hospitality segment. First, I can’t tell the difference between a 9 out of the 11 brands they already have, and frankly I don’t care because, save Waldorf and Conrad, they’re all pathetic. Second the comment above about the location of the DC property. Other notable omissions include Seattle, Austin, and New Orleans to start. London is kind of an odd man out since they seem to be targeting second tier regional centers in the US. I imagine this brand will convey an aura of “Rickety Umbrella” rather than “Canopy,” but we’ll see.

    1. That’s a funny image that may just fit – Rickety Umbrella! Canopy certainly seems an odd choice for the name and as you and DaveinDC both said, the locations don’t seem to be ideal. Only time will tell if this brand will become more popular than some of their others.

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