Hilton Launches 14th Brand: Tapestry Collection (Soft Brand For Independent Hotels)

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Hilton made an announcement today that they would be launching a 14th brand called Tapestry Collection that intends to get independent hotels to sign up while maintaining their uniqueness.

Hilton Introduces 14th Brand Tapestry Collection U

Hilton already has another soft brand called Curio Collection that was launched in 2014. The hotels joining this Tapestry are supposed to be one step lower in quality than Curio ones.

You can access Hilton HHonors here.

READ MORE: Hilton HHonors Rate & Bonus Points And Miles Promotions

Here’s the press release from Hilton:

MCLEAN, Va.–(BUSINESS WIRE)–Hilton (NYSE: HLT) today announced the launch of a vibrant new brand that offers guests a refreshing choice for an independent hotel stay: Tapestry Collection by Hilton. Tapestry Collection by Hilton marks the 14th brand and second collection brand for Hilton, the world’s fastest-growing hospitality company on an organic net unit growth percentage basis.

Tapestry Collection by Hilton was curated due to customer and owner demand for original upscale hotels that cater to guests seeking reliability and value in their independent hotel choices. Each hotel will maintain its individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels. In addition, each stay is backed by the reassurance of the Hilton name as well as its unmatched commercial engine and award-winning Hilton HHonors program.

“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,” said Christopher J. Nassetta, president and CEO, Hilton. “Tapestry Collection by Hilton will enable us to provide the best of both worlds to travelers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton.”

Seven hotels have signed letters of intent with the collection in the following cities: Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017. Further additions to the collection will be announced in the coming months.

The Tapestry Collection by Hilton is positioned in the upscale segment just below Curio – A Collection by Hilton, which has been highly successful since launching in 2014. Curio today operates more than 30 upper upscale hotels in seven countries with another 45 in the global development pipeline.

According to Bobby Bowers, Senior Vice President, Operations, for industry research firm STR, the supply of independent properties in the upscale market is estimated to be more than 15,000 hotels globally. “Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future,” Bowers said. “This move is consistent with Hilton’s strategy of creating and developing original brands that fuel organic growth.”

Hilton’s Organic Growth Strategy

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.

Hilton has launched several brands in the past decade including Home2 Suites by Hilton in 2009, Curio – A Collection by Hilton in 2014, Canopy by Hilton in 2014 and Tru by Hilton in 2016. Combined, they have added 20,000 rooms to the Hilton footprint, with another 66,000 in the pipeline.

“With Tapestry Collection by Hilton we are responding to our guests’ and owners’ desire for a compelling new choice for an upscale collection brand,” said Mark Nogal, global head, Curio – A Collection by Hilton and Tapestry Collection by Hilton. “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.”

Tapestry Collection by Hilton guests will be able to benefit from Hilton HHonors, the award-winning guest-loyalty program for Hilton’s 14 distinct hotel brands that serve an ever-growing footprint of 60 million members in 104 countries. Hilton HHonors members who book directly with Hilton save time and money and gain instant access to the benefits they care about most, such as an exclusive member discount, free Wi-Fi, and the ability to earn and redeem Points for free nights. They can also access digital amenities like digital check-in with room selection and Digital Key (in select locations), available exclusively through the industry-leading Hilton HHonors mobile app.

Media may access additional information about Tapestry Collection by Hilton at news.tapestrycollection.com, by visiting tapestrycollection.com or by connecting with Tapestry Collection by Hilton on Facebook, Instagram and Twitter.

About Tapestry Collection by Hilton

Tapestry Collection by Hilton™ is a gathering of original upscale hotels that caters to guests seeking reliability and value in their independent hotel choices, with each stay backed by the reassurance of the Hilton name and award-winning Hilton HHonors program. Learn more about Tapestry Collection by Hilton at news.tapestrycollection.com or by visiting tapestrycollection.com. Connect with Tapestry Collection by Hilton on Facebook, Instagram and Twitter.

Conclusion

Not sure why Hilton felt that they needed a second soft brand aimed at independent hotels? They already have the Curio Collection that has attracted a mere 30+ hotels in less than three years since the launch back in 2014.

If this “Tapestry” is aimed at lower quality independent hotels (looking at the Curio Collection Ansel in Buenos Aires), I cannot see what is the point?

I understand getting high quality independent hotels joining Hilton HHonors (like what Marriott has done with their Autograph Collection and SPG with Tribute and Luxury Collection).

Why would these lower quality hotels pay the fees associated with Hilton and their loyalty program (20% to 30% of the revenue)? High quality independents don’t have the need while struggling ones probably do.

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