How do you see the development of the lifestyle category in the Middle East at the moment?

As the region’s hospitality industry continues to develop with a growing number of diverse and exciting hospitality offerings so do customer expectations. We place great importance on ensuring our brand and service offerings match this changing landscape of consumer needs and the launch of Canopy by Hilton answers the needs of the increasingly influential lifestyle segment of the market, which is fast growing in the Middle East.

Hilton Worldwide already has a wide portfolio of brands, catering to many different audiences. Why did it feel the need to introduce this?

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Canopy by Hilton represents a new hotel concept with high growth potential, a clearly defined guest offering, and a sustainable business model. As market dynamics change, we are constantly evolving our offering to the meet the changing expectations of travellers today. The lifestyle space has changed tremendously over the last few years and we’ve thoroughly researched and refined Canopy by Hilton every step of the way. We’ve taken the time to focus on building this brand and getting it right. Hilton Worldwide identified a viable target audience based on preferences and needs, not demographics alone. The brand is all about the mindset of today’s traveller and creating a positive stay

We’ve listened to our guests and owners and have created something we are confident meets their needs, and appeals to a wide variety of audiences, including women and millennial travellers. With Canopy, we are giving them more choice than ever before, and the market is definitely large enough for all of our brands.

What kind of room rates can we expect – where will it be pitched in comparison to other Hilton Worldwide brands?

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. The phrase “accessible lifestyle” also refers to a price point of view.

We believe that by being focused on the upper end of upper upscale price point we will be able to serve more customers and thus build a brand that is much bigger than what we've seen others do.