As Millennials show disinterest in traditional hotels, opting instead for boutique facilities with local flavor, many hotel chains are testing new options to gain their business. Hilton Worldwide Holdings Inc. is jumping on board the lifestyle hotel trend with its newly launched Canopy by Hilton brand, according to the Wall Street Journal.
Canopy will feature the personality of nearby neighborhoods, using locally sourced food and art, according to the WSJ. In addition, they will feature technologies like check-in by phone and phones as room keys.
Hilton will place Canopy hotels in both large and medium-sized cities. The company says it has commitments in 11 locations, from London to Oklahoma City, Okla.
It is joining an increasingly competitive market, as Loews Hotels, Best Western International, and Marriott have already introduced lifestyle hotel concepts.
The only reason Hilton has waited to throw its hat in the ring, according to the WSJ, is because it was tied up in litigation with Starwood Hotels & Resorts Worldwide. Starwood alleged that Hilton had stolen documents relating to a lifestyle brand concept; Hilton has agreed to a cash settlement but has admitted no wrongdoing.
For an in-depth analysis, read the Wall Street Journal report.