Hilton launches Tapestry Collection soft brand

George Sell George Sell Uploaded 24 January 2017


US: Hilton has launched its 14th hotel brand - Tapestry Collection by Hilton.

US: Hilton has launched its 14th hotel brand - Tapestry Collection by Hilton.

It is the company's second collection brand after Curio, which was launched in 2014.

The Tapestry Collection by Hilton will be "in the upscale segment just below Curio", according to Hilton. Seven US hotels have signed letters of intent to join the collection. They are in Syracuse, Chicago, Nashville, Warren, Hampton, and two in Indianapolis. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017.

"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 travellers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton."

"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."



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