Hilton has launched its 14th brand today, known as the Tapestry Collection by Hilton. The new brand, Hilton's second collection flag, will consist of independent, unique hotels in the upscale category. While no properties have yet been announced by name, seven hotels have signed letters of intent, according to Hilton. Those properties are in Chicago; Hampton, VA; Nashville; Syracuse, NY; and Warren, NJ, along with two hotels in Indianapolis. Another 35 hotel deals are in the works.
The first conversion to the Tapestry Collection should be complete by the third quarter of this year.
Hilton's first collection, Curio, is positioned in the upper-upscale segment, just above Tapestry, and now operates more than 30 hotels in seven countries, with 45 more properties in its global pipeline.
"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, Hilton's president and CEO.
According to Hilton executives, Tapestry by Hilton grew from customer demand for independent hotel options in a more accessible, affordable chain scale segment than the upper-upscale and luxury options currently on the market. As for the name itself, explained global brand head Mark Nogal, "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."