{"id":1004165147,"date":"2017-01-26T04:24:32","date_gmt":"2017-01-26T12:24:32","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004165147"},"modified":"2022-12-08T20:58:14","modified_gmt":"2022-12-09T04:58:14","slug":"hilton-shows-its-independence","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/hilton-shows-its-independence\/","title":{"rendered":"Hilton Unveils New Brand"},"content":{"rendered":"

By Barbra Murray, Contributing Editor<\/em><\/p>\n

McLean, Va<\/strong>.\u2014Hotel guests cried out for the independent touch, and Hilton answered. The hotel company has recently launched Tapestry Collection by Hilton, a new upscale brand providing unique, independent hotel destinations.<\/p>\n

\"Christopher<\/a>

Christopher Nassetta<\/p><\/div>\n

\u201cWhile numerous brands compete in the luxury and upper upscale segments, Hilton\u2019s extensive consumer feedback and competitive data analysis have revealed a white space opportunity in the upscale market segment, especially for a collection brand,\u201d a Hilton spokesperson told Commercial Property Executive<\/em>.<\/p>\n

The new brand, Hilton\u2019s 14th, will provide one-of-a-kind experiences by presenting one-of-a-kind properties. These hotels will be backed by Hilton and all the advantages that come with the world-renowned name, but that\u2019s where the common thread between Tapestry Collection and most other Hilton hotel brands ends.<\/p>\n

\u201cTapestry Collection by Hilton guests are looking for a gathering of hotels where they will never see the same thing twice. They do not want a cookie cutter hotel brand but one that offers them a genuine sense of place where each hotel has its own distinctive features,\u201d the spokesperson noted.<\/p>\n

Hilton is wasting precious little time getting Tapestry Collection off the ground. Seven hotels have committed to converting to a Tapestry Collection property, paving the way for the brand\u2019s entr\u00e9e into Syracuse, N.Y.; Chicago; Nashville; Warren, N.J.; Hampton, Va.; and Indianapolis, where two hotels have signed on to fly the new flag. Big cities, little cities\u2014they\u2019re all fair game for Hilton\u2019s latest endeavor.<\/p>\n

\u201cTapestry Collection by Hilton will be in urban, suburban, tertiary and resort markets, and Hilton will continue to carefully evaluate and expand the collection in additional markets that align strategically for the brand,\u201d said the spokesperson. In addition to the seven letters of intent, Hilton has 35 deals in the works. As for additional details on the path the brand will follow, Hilton is remaining mum for now. \u201cWe will be sure to communicate the brand\u2019s plans for growth at the appropriate time,\u201d he added.<\/p>\n

Hilton\u2019s new flag could be the upscale independent hotel property\u2019s new best friend. According to a mid-2016 report on the boutique hotel investment market by hotel consulting services firm HVS, securing bookings without a brand-wide reservations system and generating repeat visits sans loyalty programs continue to be a challenge for independent hoteliers. Per the Hilton announcement, the Tapestry Collection properties will all benefit from Hilton\u2019s \u201cunmatched commercial engine and award-winning Hilton HHonors program.\u201d<\/p>\n

The first converted Tapestry Collection hotel is scheduled to debut in the third quarter of this year.<\/p>\n

Hilton isn\u2019t shy about entering new territory; the company has now unveiled four new brands within the last three years. Almost precisely one year ago, the company announced Tru by Hilton<\/a>, an innovative midscale flag<\/a>. In 2014, Canopy by Hilton was introduced<\/a> as a lifestyle brand, and the upper-upscale Curio – A Collection by Hilton, also entered the market<\/a> in 2014, becoming the hotel giant\u2019s first collection brand. And now there\u2019s Tapestry Collection. It\u2019s all about expansion–not just of locations, but of offerings as well. “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,” Christopher Nassetta, president & CEO of Hilton, said in a prepared statement.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Tapestry Collection will offer guests an upscale experience in unique, independent hotel destinations. <\/p>\n","protected":false},"author":969,"featured_media":1004165149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21808,21751,23891,21742],"tags":[33362,32805,33653],"class_list":["post-1004165147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-hotel","category-national","category-latest","tag-christopher-nassetta","tag-hilton","tag-tapestry-collection-by-hilton"],"acf":[],"yoast_head":"\nHilton Unveils New Brand - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/hilton-shows-its-independence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hilton Unveils New Brand\" \/>\n<meta property=\"og:description\" content=\"The Tapestry Collection will offer guests an upscale experience in unique, independent hotel destinations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/hilton-shows-its-independence\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-26T12:24:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-09T04:58:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/01\/Christopher-Nassetta.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Barbra Murray\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/hilton-shows-its-independence\/\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/hilton-shows-its-independence\/\",\"name\":\"Hilton Unveils New Brand - 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