Canopy by Hilton

Hilton launches Canopy, a new line of hotels with Mark Zeff as the designer. Factice is pleased to be creating 3D architectural visualizations for the project.

According to Lodging Magaize, “The company unveiled the upper upscale concept to nearly 1,900 owners and development representatives at its Global Partnership Conference in Orlando, Fla.[…]

“As we talk to new generations of travelers, the tried-and-true cookie-cutter room—even though it may be very well done—may not be exactly what they’re looking for,” said Jim Holthouser, executive vice president of global brands for Hilton Worldwide.

But rather than targeting a specific demographic, Hilton is more interested in the mindset of today’s business and leisure travelers. “We try to stay away from simple segmentations like age and income, because those things are not reliable indicators of who customers are and how to best understand them,” Holthouser said. Mindsets that Canopy targets include “originals” who want to stay in hotels that reflect the local neighborhood, as well as “cultured vacationers” who crave intellectual stimulation.

Location is paramount to the success of the brand. That’s why travelers won’t find Canopies near shopping malls, in suburbs, or at airport locations. “The proper way of locating Canopy is smack in the middle of a really great neighborhood,” Holthouser said. Canopy has signed 11 letters of intent to open in such destinations as the Pearl District in Portland, Ore., Bricktown in Oklahoma City, Okla., and the Historic District in Savannah, Ga.

Each hotel’s programming will pull inspiration directly from the neighborhood. For instance, guests will receive a local welcome gift, such as chocolate fudge in Denver or gourmet popcorn in Chicago, upon arrival. Breakfast will incorporate local ingredients, and evening tastings will introduce guests to local beers, wines, or spirits. Guestrooms will feature large corkboards where housekeeping staff can keep guests informed about area happenings, such as concerts, new restaurant openings, lectures, and art exhibits. “If you don’t have a great neighborhood to work with, you’re not going to have a very interesting hotel,” Holthouser said.

Great design is also imperative. Each hotel will have an eclectic, natural, and organic feel that takes on the character and personality of the locale, ensuring no two Canopies will be the same. The brand is suitable for new builds, adaptive reuse, and conversions.”

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