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ALIS: Hilton launches Tapestry Collection targeting upscale unbranded hotels

Christopher Nassetta Hilton

Hilton has added a new collection brand, Tapestry Collection, targeting upscale unbranded hotels across the globe.

Revealed yesterday (Jan 23 local) at the Americas Lodging Investment Summit (ALIS) in Los Angeles, Tapestry Collection by Hilton marks the 14th brand for the company and the second collection brand for Hilton alongside Curio.

The segment provides Hilton with massive growth opportunities, given it is estimated there are over 15,000 unbranded hotels in the upscale segment around the world.

Hilton President and CEO, Christopher J. Nassetta, said Tapestry Collection by Hilton 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.

He said each hotel would maintain its individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels. In addition, each stay is backed by the reassurance of the Hilton name as well as its unmatched commercial engine and award-winning Hilton HHonors program.

“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 said.

“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.”

Tapestry Collection by Hilton

Seven hotels have signed letters of intent with the collection in the following United States cities: Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind.

Hilton says the collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017. Further additions to the collection will be announced in the coming months.

Nassetta says the Tapestry Collection by Hilton is positioned in the upscale segment just below Curio – A Collection by Hilton, which has been highly successful since launching in 2014.

Curio today operates more than 30 upper upscale hotels in seven countries with another 45 in the global development pipeline.

STR Senior Vice President – Operations, Bobby Bowers, said the segment was huge and presented plenty of opportunities.

“Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future,” he said.

“This move is consistent with Hilton’s strategy of creating and developing original brands that fuel organic growth.”

Tapestry Collection by Hilton guests will be able to benefit from Hilton HHonors’ significant growth as well, which now features Hilton’s 14 hotel brands that serve an ever-growing footprint of 60 million members in 104 countries.

“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, 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.”

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