Hilton Worldwide has announced the launch of its 14th hotel brand and second collection brand in the Tapestry Collection by Hilton.
The new independent hotel collection will comprise original upscale hotels that Hilton says will provide guests with both value and reliability.
Currently, seven properties have inked letters of intent to join the new collection, while an additional 35 deals are in process. Hilton said the first hotel is expected to convert to the Tapestry Collection by the third quarter of 2017. The signed hotels are spread across the country, including places like Chicago, Nashville and Indianapolis.
The new collection will operate in the upscale segment just below Hilton's Curio - A Collection by Hilton brand, which launched three years ago and boasts more than 30 upper upscale properties around the world.
"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 Hilton president and CEO Christopher J. Nassetta in a statement accompanying Monday's announcement.
"Tapestry Collection by Hilton will enable us to provide the best of both worlds to travelers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton."
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With its latest launch, Hilton aims to grow organically.
"Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future," STR's senior vice president of operations Bobby Bowers said in a statement. "This move is consistent with Hilton's strategy of creating and developing original brands that fuel organic growth."
Global head for Curio and Tapestry Mark Nogal told USA Today that Hilton's goal is to have 50 hotels in the new collection by 2020. Tapestry will target existing properties but also hasn't ruled out new builds.
Hilton also announced that the Hilton HHonors loyalty program will be extended to the new brand.
With the addition of the Tapestry Collection by Hilton, the hotel giant appears better suited to compete against Marriott International, Hyatt Hotels and others that have recently launched independent collections of their own.
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