Hilton eyes Gulf cities to launch new hotel brand

Hotel giant says it is looking at UAE, Oman, Bahrain for Canopy by Hilton, its new lifestyle brand
Hilton eyes Gulf cities to launch new hotel brand
Hilton Hotels
By Staff writer
Sun 19 Oct 2014 01:34 PM

Major cities across the Middle East, including Dubai, Abu Dhabi, Muscat and Bahrain, have been identified as possible homes for Hilton Worldwide’s new lifestyle hotel brand - Canopy by Hilton.

The company launched the brand last week at an event for owners and developers in Orlando, Florida, detailing how it would take the emphasis off capital-intensive design and target leisure and business travellers.

While only one of the initial 11 locations announced is outside the USA, in London, the company is already eyeing up opportunities elsewhere, including the Middle East.

“Canopy by Hilton is something our owners have told us they want from a Hilton brand,” Hilton Worldwide luxury & lifestyle brands global head John Vanderslice told Hotelier Middle East. “It’s designed in such a way that it will be easy to build or convert, and we believe it’s going to generate a huge return on investment for our owners.

“Our new brand is certainly well placed to cater to the region’s predominantly young population, who are seeking an accessible lifestyle option and an energizing and comfortable experience, with more choice and control than ever before.”

“We see a number of strong prospects across the region to expand the Canopy by Hilton brand; particularly in Dubai, Abu Dhabi, Muscat, Beirut and Bahrain, where there is a wealth of local flavour and culture suited to the brand’s energised offering.”

Describing Canopy by Hilton as an “accessible lifestyle” brand, he insisted the operator would be able to build a bigger brand than competitors have in the segment.

Hilton previously attempted to launch a lifestyle brand in 2009 with Denizen Hotels, although its development was halted following a legal dispute over trade secrets with Starwood Hotels & Resorts Worldwide.

A settlement between the two parties in December 2010 prohibited Hilton from developing a similar brand for at least two years.

“The lifestyle space has changed tremendously over the last few years and we’ve thoroughly researched and refined Canopy by Hilton every step of the way,” added Vanderslice. “We’ve taken the time to focus on building this brand and getting it right.”

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