The Hilton portfolio has got one more hotel brand. Named Tapestry Collection, it has become the second collection brand by the internationally famous hotelier. The company hopes to attract mostly independent upscale hotels who will be interested in a reliable brand and all advantages of the Hilton name.
Even though the brand has just been launched, Hilton is already in a process of negotiations with 35 hotels. The first hotel by the Tapestry Collection brand is set to open already in the third quarter of this year, and Hilton plans to have as many as 50 hotels operating under the new brand by 2020. First hotels will appear in the US and then the hotelier will spread the new brand to the global market. According to the research performed by Hilton, there are approximately 15,000 independent upscale hotels around the world, and some of these hotels might fit Hilton standards and want to join the famous company. Hilton is particularly interested in “one of a kind” hotels that have connection to the city or heritage of a specific destination. By rebranding their properties and joining the Tapestry Collection, hotel owners will get access to the HHonors loyalty program with almost 60 million members.
The new hotel brand was first introduced at the Americas Lodging Investment Summit that took place in Los Angeles. The idea to create the Tapestry Collection came out naturally because Hilton had to turn down hotel owners who wanted to join Curio, but their properties didn’t fit the 4-5 star range of the brand. Curio currently has 30 hotels operating in seven countries and 45 more hotels are under development.