Hilton Worldwide Introduces a new hotel brand, Canopy by Hilton that redefines the lifestyle category around the mindset of today’s leisure and business travelers.

Hilton Worldwide 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 travelers. 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.

"Built on extensive market research, our highly anticipated Canopy by Hilton brand delivers a fresh approach to hospitality and the guest experience," Nassetta said. "We saw an opportunity to not only enter the lifestyle space by developing a new brand, but also to redefine this category by creating a more accessible lifestyle brand. We identified the need to take the emphasis off of capital-intensive design and deliver exactly what the target consumer desires: an energizing, comfortable stay with more included value."

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. "We've launched a brand that is all about the mindset of today's traveler and creating a positive stay," said John T.A. Vanderslice, global head, luxury & lifestyle brands, Hilton Worldwide. "Canopy is the energizing new hotel in the neighborhood offering simple, guest-directed service, thoughtful local choices, and comfortable spaces, so guests simply feel better going forward."

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.

Comfort and design. 

More included value. 

"positively yours" culture. 

"The demands and preferences of today's travelers continue to evolve, and Canopy by Hilton creates something new for consumers in the lifestyle space," said Jim Holthouser, executive vice president, global brands, Hilton Worldwide. "Canopy by Hilton will deliver more choice and control for guests than ever before, from a mobile straight-to-room arrival to surprising extras throughout each stay."

Canopy by Hilton will develop through new-build and conversion projects in key urban neighborhoods and vibrant secondary markets around the world with properties expected to begin opening in 2015.