Hilton launches mid-market hotel brand
Hilton has launched the Tapestry Collection, a group it describes as being a collection of mid-market hotels for guests seeking individuality and value.
So far seven hotels in the US have signed letters of intent, with further announcements expected in the coming months. It is not clear when the brand will be launched in the UK.
Hilton said that Tapestry hotels would be positioned just below Curio, adding that they would maintain their own individual spirit, while offering guests an approachable experience and the benefit of the HHonors programme.
Hilton president and chief executive Christopher Nassetta said: "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.
"Tapestry Collection by Hilton will enable us to provide the best of both worlds to travellers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton."
The brand has been developed to fill what Hilton said was a "white space opportunity" for a mid-market brand.
Mark Nogal, global head, Curio and Tapestry Collection, said: "With Tapestry Collection by Hilton we are responding to our guests' and owners' desire for a compelling new choice for an upscale collection brand.
"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."
Hilton has launched a number of brands in recent years including Curio, Canopy and Tru. The hotel giant said that the new brands had added 20,000 rooms to the Hilton footprint, with another 66,000 in the pipeline.
