Hilton has launched its 14th brand and second collection brand, Tapestry Collection by Hilton, to meet rising customer and owner demand for original upscale hotels with an independent character.
Christopher Nassetta, president and CEO, said: "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."
Source: Hilton Worldwide
Seven hotels have signed letters of intent with the collection in the following cities: Syracuse (New York), Chicago, Nashville, Warren (New Jersey), Hampton (Virginia) and two in Indianapolis, with the first property expected to convert to Tapestry Collection by 3Q2017.
An additional 35 deals with hotels are in process.
"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 Nassetta.
Tapestry Collection by Hilton is positioned in the upscale segment just below Curio - A Collection by Hilton launched in 2014, which today operates more than 30 upper upscale hotels in seven countries with another 45 in the global development pipeline.
According to Bobby Bowers, senior vice president, operations, for industry research firm STR, the supply of independent properties in the upscale market is estimated to be more than 15,000 hotels globally.