Hilton Worldwide is set to launch its long-awaited boutique or "lifestyle" hotel chain, which is expected to be called Canopy by Hilton.
The hotel group is aiming the brand at a wider audience with lower room rates than some of its direct competitors, according to the Wall Street Journal.
Canopy by Hilton is expected to focus on major and medium-sized cities and already has commitments from hotel owners or developers in 11 locations including London, Miami, and Nashville.
Hilton is reported to be aiming to have 100 hotels open or in the pipeline within five years.
The brand is expected to boast new technology in its hotels, such as check-in using a mobile phone which can then double as a room key. It is also expected to emphasis local products such as local beers in the restaurant, to art from local artists.
Hilton put its lifestyle brand on hold after a 2010 legal settlement with Starwood Hotels & Resports Worldwide, which alleged that Hilton stole sensitive documents related to developing a lifestyle brand. As part of the settlement, the business was prohibited from entering the lifestyle sector of the market for two years, although Hilton did not admit wrongdoing.