After completing the successful spin-offs of its timeshare and real estate investment trust businesses, Hilton’s second big move of 2017 is debuting its newest brand: Tapestry Collection by Hilton.
The soft-brand collection marks Hilton’s 14th brand, and it will initially debut with properties in the following cities: Syracuse, New York; Chicago; Nashville; Warren, New Jersey; Hampton, Va.; and two hotels in Indianapolis. Hilton didn’t disclose the names of those properties as of press time. The first Tapestry Collection hotel is expected to complete its conversion by the third quarter of this year, and Hilton said it has 35 additional deals in the works.
The decision to add another brand to Hilton’s portfolio was motivated by consumer and owner feedback and a desire to appeal to younger consumers, Hilton CEO Christopher Nassetta told Skift.
“As we were talking to customer groups, it became really apparent that when you look at our 13 brands, which are fabulous brands and cover a broad spectrum of the industry, that this was a type of product that I would describe as unique upscale hotels that have their own individual spirit, if you will, and that are generally smaller hotels,” Nassetta explained. “These are types of hotels that a lot of our customers don’t necessarily want every time they travel, but periodically, it’s a product they want.”
He continued, “It’s also an opportunity at the upscale price point, to get younger customers that we may not have in the system and other customers of all ages that we don’t have in the system. For certain trip occasions, people want something at this three- to four-star price point that’s something more unique. It’s not a hard brand in the sense that it relates more to its local environment. So customers told us that, and that’s what really drove it.”
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