Creating collections designed to accommodate independent hotels is a major challenge. one of the major trends in the hotel industry. Other 'light' brands that have appeared in recent years include Autograph at Marriott, Unbound at Hyatt and Tribute at Starwood. For its part, Hilton Worldwide also positioned itself in this segment by launching Curio by Hilton in 2014, which now has 30 hotels and 45 others in the pipeline, including the Astor in Paris, which will join the collection once a major renovation programme has been completed.
The American group is repeating the experience with a new brand, this time positioned not at the very top end of the market like Curio, but at the four-star level. Called Tapestry Collection, this new brand - the group's fourteenth - is aimed at hotel owners who want to take advantage of the Hilton Worldwide marketing network. Their establishments target a young, trendy clientele with their individual, personalised character.
With the Tapestry Collection by Hilton, we are responding to guests' and owners' expectations for an attractive new premium brand option," says Mark Nogal, brand director for Curio and Tapestry. "A tapestry is a unique, original work of art, which makes it an ideal name for a new collection of hotels that aim to be different.
Seven American hotels - in Syracuse, Chicago, Nashville, Warren, Hampton, and two in Indianapolis - have announced their willingness to become part of the collection. 35 agreements are also being negotiated and the first hotel conversion under the Tapestry Collection banner should take place at the end of 2017.
