Global Update
Hiltonleaps
Into lIfestyle
Five-and-a-half years after the Denizen debacle , Hilton ’ s Canopy focuses on an ‘ accessible ’ concept that gives developers flexibility . hhm ’ s grand plans
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Is Canopy by Hilton a game changer ? According to Hilton Worldwide Global Head of Luxury and Lifestyle Brands John Vanderslice , if successful the long-awaited upper-upscale lifestyle brand launch from Hilton will redefine lifestyle . “ This is what consumers want in lifestyle , and I don ’ t think the big brands are delivering it ,” he says without hesitation .
The “ it ” is a brand that is more accessible and more approachable than what is in the category today , Vanderslice explains . He says Canopy will be more comfortable , have a friendly and open lobby , comfortable and ergonomically friendly guestrooms , and guestdirected service functionality . This is supposed to add up to a brand promise of creating a “ positive stay .”
“ Bigger chains have decided luxury and lifestyle are the same thing , and we could have gone down that road ,” Vanderslice adds . “ But our research said there is an opportunity for a more accessible concept . As a result , we expect to attract more people ( not just Millennials and hipsters ), and with tighter investment costs ( on average US $ 100,000 per key ) we can get to more markets .”
Eleven deals were announced when the brand launched in mid-October — surprisingly , nine of which are new-builds for a brand conceived as more of a conversion opportunity — and more were close to MOUs . One of the initial deals is in London , and Vanderslice expects to see more global deals as the development team expands its effort . The broad expectation is to grow the brand to 30 hotels by 2017 and perhaps 100 within five years .
Construction of the first Canopy by Hilton franchise property is expected to start as early as January with hopes for an initial opening or
10 HOTELS December 2014 www . hotelsmag . com