The new brand Tapestry - A Collection by Hilton - will be slotted just below the Curio brand in the pecking order.
Hilton has launched a new brand – which will be a collection of independent hotels - Tapestry Collection by Hilton.
The new brand will be the company’s 14th and second collection brand for Hilton.
Hilton says the Tapestry Collection was curated due to customer and owner demand for original upscale hotels that cater to guests seeking reliability and value in their independent hotel choices.
Hence, each hotel will maintain its individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels, Hilton said in a press statement.
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Hilton president and CEO Christopher J. Nassetta said: "The launch of Tapestry Collection by Hilton extends Hilton's proven growth strategy, which focuses on developing clearly-defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests."
He added: "Tapestry Collection by Hilton will enable us to provide the best of both worlds to travelers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton."
Hilton has signed seven hotels with letters of intent with an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017.
In terms of positioning The Tapestry Collection by Hilton will be slotted in the upscale segment just below Curio - A Collection by Hilton, which was launched in 2014.
Curio today operates more than 30 hotels in seven countries with another 45 in the global development pipeline.
One of the latest to take flight was a Qatar property – AlRayyan Hotel Doha, Curio – A Collection by Hilton. The brand also has plans for Dubai.
According to STR SVP operations Bobby Bowers, the supply of independent properties in the upscale market is estimated to be more than 15,000 hotels globally. "Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future."
Hilton has launched several brands in the past decade including Home2 Suites by Hilton in 2009, Curio - A Collection by Hilton in 2014, Canopy by Hilton in 2014 and Tru by Hilton in 2016. Combined, they have added 20,000 rooms to the Hilton footprint, with another 66,000 in the pipeline.
Hilton's extensive consumer feedback and competitive data analysis revealed a white space opportunity in the upscale market segment, especially for a collection brand.
"With Tapestry Collection by Hilton we are responding to our guests' and owners' desire for a compelling new choice for an upscale collection brand," said Mark Nogal, global head for Curio - A Collection by
Hilton and Tapestry Collection by Hilton.
"A 'tapestry' is a one-of-a-kind, woven piece of art, making it the ideal name for our new collection of hotels that are dedicated to being different," Nogal added.
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