Hilton Launches Tapestry Hotel Collection
Hilton Hotels announced on Monday that it is developing a new chain of hotels called Tapestry.
In a statement, Hilton CEO and President Christopher J. Nassetta remarked, “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.”
First Properties and Expansion Plans
The initial Tapestry properties are expected to open in various cities, including Syracuse, New York; Chicago; Nashville; Warren, New Jersey; Hampton, Virginia; and two locations in Indianapolis.
Furthermore, the company confirmed that there are an additional 35 deals in process, with the first property anticipated to convert to the Tapestry brand by the end of the year. Additional updates regarding the Tapestry collection will follow in the coming months.
Design and Experience
Tapestry-branded properties will feature unique designs that maintain an independent character, differentiating themselves from other hotels within the collection.
Mark Nogal, Hilton’s global head for the Curio and Tapestry collections, stated, “There’s a growing travel population that wants a unique travel experience. We see it as a great opportunity for our guests to have that independent experience while tapping into our great rewards program.”
Positioning in the Market
Tapestry will operate as a chain of 3- and 4-star hotels, positioning itself as a more affordable alternative to Curio, Hilton’s similarly curated chain of 4- and 5-star properties that launched in 2014. The Curio Collection currently boasts more than 30 hotels across seven countries, with an additional 45 properties in development. Both Curio and Tapestry are regarded as soft brands, featuring independently operated properties that adhere to Hilton’s hospitality standards while providing guests access to the Hilton HHonors rewards program.
Conclusion
This initiative marks the 14th brand launched by Hilton, which continues to be on a rapid growth trajectory. Alongside Curio, Hilton has recently introduced the midscale boutique Tru and Canopy brands.
