Hilton Worldwide today announced the launch of Canopy by Hilton, a new hotel brand that redefines the lifestyle category around the mindset of today’s leisure and business travellers. Christopher J. Nassetta, president and CEO of Hilton Worldwide, unveiled the Canopy by Hilton concept to nearly 1,900 owners and development representatives at Hilton Worldwide’s Global Partnership Conference in Orlando, Florida.

Canopy by Hilton represents a new hotel concept with high growth potential, a clearly defined guest offering, and a sustainable business model. Hilton Worldwide identified a viable target audience based on preferences and needs, not demographics alone.

Check out better. Canopy by Hilton is the energizing new hotel that offers uncomplicated ease and uncommon value-always with a thoughtful, local and personal touch. For a stay that's positively yours. http://canopybyhilton.com

Through Hilton Worldwide’s extensive research and analysis, Canopy by Hilton’s proposition and concept has been refined and validated at every step with both guests and owners alike. Beyond simply creating a positive stay, four essential elements define what it means to be a Canopy hotel:

Great neighborhoods: Canopy by Hilton is the streetlamp of the neighborhood. We are all about being local, through design, food and beverage, art, and local know-how. No two Canopy hotels will be the same, and we know that’s what our guests want.
Comfort and design: We take a people first approach to design. The energy from our great neighborhoods flows through our open, welcoming lobby space. This energy gives way to warm, inviting, and comfortable just-right rooms.
More included value: We know our guests demand a more inclusive approach and surprising extras. So basic Wi-Fi and an artisanal breakfast are included, along with a local welcome gift and an evening tasting of local beer, wine, or spirits*.
Our “positively yours” culture: With a “positively yours” service culture, hotel “Enthusiasts” will deliver a one-stop approach to front-of-house service.

At Canopy by Hilton, loyalty is rewarded. As a member of Hilton HHonors, our award-winning loyalty program, guests can earn exclusive benefits and Points towards free nights, premium merchandise, unforgettable experiences and more. HHonors Diamond and Gold members also receive extra HHonors Bonus Points and space-available room upgrades on qualifying stays.