Hilton aims to regain premium positioning by launching ‘affordable lifestyle’ brand

After almost a decade of an excessive expansion-driven strategy which have damaged the premium positioning of the brand, Hilton Worldwide, has become the latest hospitality group to develop yet another ‘lifestyle’ hotel brand (Canopy Hotels) but this time an affordable one. However, the ‘new’ brand not only replicates other brands but, once again raises expectations to levels which the group has hardly been able to offer at its luxury Waldorf Astoria properties: “artisanal” breakfast, personalized experience, local flavour  through design and F&B etc.

The “an energizing, comfortable stay.” at a Canopy Hotel will be completed by a ‘ locally relevant welcome gift upon arrival in their room, and they (guests) will be invited to take part in a tasting of local wine.’

Canopy Hotels, the affordable lifestyle brand by Hilton Worldwide