Hilton Launches a New Brand: Tapestry Collection by Hilton
Photo Caption: A promotional image from Hilton's newest soft brand, Tapestry Collection by Hilton. Hilton says it's the first soft brand collection squarely for the upscale sector. Hilton Worldwide
Skift Take
We already knew Hilton feels it needs more brands to compete, but weaving this particular "soft brand" into the fold, for lack of a better description, feels a bit like it's more of a blanket statement kind of brand, than one with a truly carved out identity. Or one that doesn't "occupy the same swim lanes" as some of Hilton's other brands — something Hilton CEO Christopher Nassetta has been critical of, in particular, with his company's biggest rival, the 30-brand juggernaut, Marriott.
After completing the successful spin-offs of its timeshare and real estate investment trust businesses, Hilton's second big move of 2017 is debuting its newest brand: Tapestry Collection by Hilton.
The soft-brand collection marks Hilton's 14th brand, and it will initially debut with properties in the following cities: Syracuse, New York; Chicago; Nashville; Warren, New Jersey; Hampton, Va.; and two hotels in Indianapolis. Hilton didn't disclose the names of those properties as of press time. The first Tapestry Collection hotel is expected to complete its conversion by the third quarter of this year, and Hilton said it has 35 additional deals in the works.
The decision to add another brand to Hilton's portfolio was motivated by consumer and owner feedback and a desire to appeal to younger consumers, Hilton CEO Christopher Nassetta told Skift.
"As we were talking to customer groups, it became really apparent that when you look at our 13 brands, which are fabulous brands and cove
