Hilton Unveils New Brand

By Barbra Murray, Contributing Editor

McLean, Va.—Hotel 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.

Christopher Nassetta

“While numerous brands compete in the luxury and upper upscale segments, Hilton’s extensive consumer feedback and competitive data analysis have revealed a white space opportunity in the upscale market segment, especially for a collection brand,” a Hilton spokesperson told Commercial Property Executive.

The new brand, Hilton’s 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’s where the common thread between Tapestry Collection and most other Hilton hotel brands ends.

“Tapestry 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,” the spokesperson noted.

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’s entrée 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—they’re all fair game for Hilton’s latest endeavor.

“Tapestry 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,” 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. “We will be sure to communicate the brand’s plans for growth at the appropriate time,” he added.

Hilton’s new flag could be the upscale independent hotel property’s 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’s “unmatched commercial engine and award-winning Hilton HHonors program.”

The first converted Tapestry Collection hotel is scheduled to debut in the third quarter of this year.

Hilton isn’t 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, an innovative midscale flag. In 2014, Canopy by Hilton was introduced as a lifestyle brand, and the upper-upscale Curio – A Collection by Hilton, also entered the market in 2014, becoming the hotel giant’s first collection brand. And now there’s Tapestry Collection. It’s 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.