Earlier this month, Hilton Worldwide finally entered the lifestyle hotel market with the unveiling of its latest brand: Canopy by Hilton.

Aimed at key urban neighbourhoods and vibrant secondary markets around the world, the first properties under the new brand are expected to open in 2015. So far, 11 hotels have been announced, with only one – in London – located outside the US.

In a Q&A with HotelierMiddleEast.com, Hilton Worldwide global head, luxury & lifestyle brands, John T.A. Vanderslice expanded on the company’s plans for the brand, where it fits into the operator’s portfolio, and how the Middle East could play a key role in its growth.

What rating do you expect these hotels to fall into and what is the target audience for the brand?

Canopy by Hilton is an accessible lifestyle brand which seeks to cater to a broader base of demand at the upper end of upper upscale, among guests seeking simple, guest-directed service, thoughtful local choices, and comfortable spaces.

Story continues below
Advertisement

Are there any plans to bring this brand to the Middle East? If so, are and discussions already underway?

The Middle East boasts a fast growing and dynamic hospitality market and presents unrivalled growth opportunities for all 12 Hilton Worldwide global brands. We see a number of strong prospects across the region to expand the Canopy by Hilton brand; particularly in Dubai, Abu Dhabi, Muscat, Beirut and Bahrain, where there is a wealth of local flavour and culture suited to the brand’s energised offering.

Canopy by Hilton is something our owners have told us they want from a Hilton brand. It’s designed in such a way that it will be easy to build or convert, and we believe it’s going to generate a huge return on investment for our owners.

Our new brand is certainly well placed to cater to the region’s predominantly young population, who are seeking an accessible lifestyle option and an energizing and comfortable experience, with more choice and control than ever before. Guests will be able to use their mobile devices to check-in and choose their room from a floor plan or a map. In 2015, guests will also be able to go straight-to-room, using their mobile device as a room key.

Continue to the next page tp find out more about Hilton Worldwide's plans for Canopy by Hilton...