Hilton introduces new boutique brand Canopy, plans 11 initial sites


Another year, another hotel brand? Hotel giants seem to be in love with the boutique “lifestyle” concept that retain their big-name presence.

This week Hilton Worldwide announced a new brand called Canopy by Hilton, one of which is slated to be built in San Diego’s Gaslamp Quarter.

The company’s announcement says the idea is to create a brand based on what travelers want. So what’s it all about? “Guest-directed service, thoughtful local choices, and comfortable spaces” is part of the pitch.


The idea is to deliver an authentic experience in real neighborhoods where hotels are.

“No two Canopy hotels will be the same, and we know that’s what our guests want,” the statement says.

Some of the more tangible pluses: free Wi-Fi and artisanal breakfast, as well as local beer and wine tastings. Canopy also aspires to a “positively yours” culture, Hilton says, which morphs into the branding hashtag #PositivelyYours.

In terms of room prices, no figures have been floated. When I inquired, a spokeswoman responded in an email: “The price point will vary by market, but Canopy by Hilton is designed to appeal to a broad customer base at the upper end of upper upscale.”

Bright orange seems to be the logo/design motif of choice. (Hotel Chatter likes the logo but is so-so on the name. “All we can think of is the canopy that hangs over a four-poster bed, which is nice but you know, it’s just there.”)

Hilton has signed letters of intent on 11 properties with openings planned to start in 2015. They are planned for Portland, Ore.; Miami; Washington, D.C.; Nashville; Savannah, Ga.; Indianapolis; Charlotte, N.C.; Oklahoma City; and Ithaca, N.Y.

Info: Canopy by Hilton