Hilton Launches New Upscale Brand
by Jessica MontevagoHilton Worldwide is launching a new brand of upscale hotels designed to focus on independent properties.
Tapestry Collection was designed to appeal to Hilton’s 60 million HHonors members, providing “authentic and unique” hotel experiences.
Hilton’s 14th brand, Tapestry Collection by Hilton has properties in the works in Syracuse, NY; Chicago; Nashville; Warren, NJ; Hampton, VA.; and Indianapolis. Hilton already has 35 others in progress, and is aiming for 50 hotels by 2020.
Tapestry Collection is designed to be a “soft brand,” allowing the hotels to keep their own distinct characters while still being part of the Hilton family, having access to Hilton HHonors members and offering them Hilton points.
It will operate in the upscale sector, below Hilton’s other soft brand, the upper-upscale Curio Collection. Since its debut in 2014, Curio’s portfolio of four- and five-star independent hotels has grown to 30 properties worldwide.
It will compete with Choice Hotels’ Ascend Collection, InterContinental Hotels Group’s Hotel Indigo and Even Hotels, Marriott’s Residence Inn and Springhill Suites, and Hilton’s own Hilton Garden Inn and Homewood Suites.
