MCLEAN, VA—Hilton Worldwide’s new lifestyle brand, Canopy by Hilton, offered a preview of its model guestrooms and public spaces at the parent company’s corporate headquarters here for interested ownership groups to better understand the brand’s message.
One of the sample guestrooms offered a glimpse of the first Canopy by Hilton hotel, which will open in Reykjavik, Iceland, next year. The other room represented how a guestroom would take shape in Brooklyn, NY, although, at press time, the brand has no plans to develop in New York City.
The Canopy by Hilton brand aims to provide simple, guest-directed service, thoughtful local choices and comfortable spaces, according to the company. Each property is designed as a natural extension of its neighborhood with locally inspired elements incorporated into the design, F&B and guest services. Creating a “positive stay” is the brand’s promise through five essential aspects of the guest experience: energizing, yet comfortable, experiences that include an open, welcoming lobby space and casual F&B offerings with healthful choices; added value, such as complimentary breakfast; perks like a welcome gift from the neighborhood, such as a foodie bag or evening tastings; the just-right room, which features a comfortable bedding experience and open storage options; and locally inspired design, art and music programs.
Attempting to integrate a neighborhood-like presence, the model just-right rooms feature locally inspired decor, materials and artwork. The guestrooms include an open storage area, known as the uncloseted area, for guests to stow their luggage, place their belongings inside shelving and hang their clothing. Directly next to this area is a nook, which contains a mini-fridge and Nespresso coffeemaker. Rooms and guest corridors include overhead canopies made from natural, organic materials.
“We encourage owners to interpret their own locally inspired design for their guestrooms to reflect the vibrant, culturally rich neighborhood, from the overhead canopy in the guestroom to the art wall near the desk and other touchpoints,” said Gary Steffen, global head, Canopy by Hilton.
Known as Canopy Central, the brand’s lobby features several distinguishable spaces designed to function as an extension of the neighborhood. The all-day bar café serves as the heart of the Canopy Central and provides made-to-order and ready-to-serve menu items for both takeout and table delivery. During the evening, the bar will host a complimentary tasting of local craft beers, wines and spirits.
For those seeking a quiet retreat, Canopy Central presents the Library, where guests can partake in one-on-one discussions or small meetings in a seating area surrounded by locally inspired multimedia. And, for guests arriving prior to check-in or looking for a space to relax before their departure, Canopy by Hilton offers a transfer lounge, which includes luggage storage, a private shower, a changing room and a seating area. Canopy Central also includes a garden space and welcome table as opposed to a front desk.
Canopy by Hilton’s locally inspired proposition extends to its F&B offerings. The bar café will offer complimentary artisanal breakfast featuring fresh, local ingredients and grab-and-go breakfast bags with both healthful and indulgent choices. As a limited, room-service offering, guests can request a foodie bag consisting of fruit, yogurt and juice that would be placed on a hook outside of their room door.
“We’re taking neighborhood to a new level with Canopy by Hilton,” said Steffen. “Through the design of the public spaces, we want to incorporate key elements from the neighborhood. Canopy Reykjavik | City Centre will incorporate local music, art and architecture throughout these spaces, and guests will be able to experience a taste of the surrounding neighborhood.”
Prior to announcing the launch of Canopy by Hilton in 2014, Hilton Worldwide conducted consumer research to identify guest types and their preferences. The company then identified four high-potential guest types reflecting consumer mindsets as opposed to demographics. These include:
• Originals, who are looking for a unique travel experience and are youthful-minded consumers.
• Room-centrics, who prefer guestroom comfort and functionality.
• Modern business travelers, who expect a well-designed contemporary hotel with services and amenities to support their stay.
• Cultured vacationers, who are active leisure travelers and appreciate access to local culture, art, museums and historical tourism.
“Millennials are important to us, but it’s more about the mindset of Millennials. My mindset can be the same as a 27-year-old,” said Steffen, who recently turned 50. “I want to stay at a cool, neighborhood hotel that offers an energetic lobby with communal-style tables and a fun, social bar experience. But, at the end of the night, I also want a great night’s sleep.”
The brand’s research led to the development of key differentiators and touchpoints for the Canopy by Hilton brand. In addition to acclimating potential owners to the Canopy by Hilton experience with the model rooms, the brand tested these sample guestrooms with consumer focus groups, which typically prefer luxury or upper-upscale lodging products.
Canopy by Hilton is currently developing new-build and conversion projects in key urban neighborhoods and secondary markets throughout the world. The brand currently has more than 20 properties in various stages of development in cities such as San Diego; Toronto; Miami; Baltimore; Chicago; San Antonio; Washington, DC; and Savannah, GA. Canopy Reykjavik | City Centre is scheduled to open in early 2016.
For ownership and development companies such as Driftwood Hospitality Management, LLC, Canopy by Hilton offers the flexibility to create a unique sense of place in the growing lifestyle segment. The company plans to feature a rooftop pool and lounge, conceived by Miami-based Edge of Architecture, with a polo-centered theme that draws its design cues from polo clubs in the Palm Beach, FL, area for Canopy By Hilton West Palm Beach. The 150-room, 15-story hotel will break ground in April 2016 and is slated to open in December 2017.
“Canopy by Hilton has given us a lot of flexibility to create a hotel from our own perspective,” said Carlos Rodriguez Jr., VP of new business development, Driftwood Hospitality Management. “We’re excited about this product. It offers a boutique feel with the quality and standards of a Hilton product. It’s the new trend of where hospitality is heading. We see this brand growing quite fast.” HB