by Matt Alderton | October 15, 2014

Hilton Worldwide today launched a new lifestyle hotel brand that's focused on local rather than global appeal. Called Canopy by Hilton, the new brand will specialize in "simple guest-directed service, thoughtful local choices, and surprisingly comfortable spaces," according to Hilton, which already has signed letters of intent to open 11 Canopy by Hilton hotels, the first of which will open in 2015.

"Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience," said Hilton Worldwide President and CEO Christopher J. Nassetta. "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."

Because of the brand's local focus, a key feature of Canopy by Hilton hotels will be their location: It's not just the city that matters to Hilton, but also the neighborhood.

Canopy by Hilton hotels are planned for Portland's Pearl District, Miami's Brickell neighborhood, Washington DC's Bethesda North neighborhood, San Diego's Gaslamp Quarter, downtown Nashville, Savannah's Historic District, Indianapolis' City Centre, Charlotte's Uptown neighborhood, Oklahoma City's Bricktown, Ithaca's The Commons, and an undecided neighborhood in London.

"Canopy by Hilton is the streetlamp of the neighborhood," Hilton explained in a press release. "We are all about being local, through design, food and beverage, art, and local know-how. No two Canopy hotels will be the same, and we know that's what our guests want."

In addition to location, key Canopy features include an open lobby space, complimentary Wi-Fi and artisanal breakfast, a local welcome gift and evening tasting of local beer, wine, or spirits.

"The demands and preferences of today's travelers continue to evolve, and Canopy by Hilton creates something new for consumers in the lifestyle space," said Jim Holthouser, executive vice president, global brands, Hilton Worldwide. "Canopy by Hilton will deliver more choice and control for guests than ever before, from a mobile straight-to-room arrival to surprising extras throughout each stay."

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