HILTON WORLDWIDE has introduced Canopy by Hilton, a new brand in the lifestyle category of next-generation boutique hotels emphasizing comfort, design and personalized experience.

The Canopy by Hilton hotels will “take the emphasis off of capital-intensive design,” explains Hilton Worldwide CEO Christopher J. Nassetta, to provide “an energizing, comfortable stay.”

Each hotel will be unique. The group will aim to tailor each property to suit guests’ needs, which vary from city to city.

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The approach to design will focus on reflecting the energy of the local neighborhood and creating a comfortable, inviting atmosphere.

Developed based on extensive client surveys, the Canopy by Hilton concept will offer more “included value,” something often requested by guests. An “artisanal” breakfast and WiFi are among the extras to be included with the price of every room.

Guests will even find a locally relevant welcome gift upon arrival in their room, and they will be invited to take part in a tasting of local wine.

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And since the new hotels target a tech-savvy clientele, guests will be able to check in directly from their smartphones.

The first Canopy by Hilton hotels are slated to open in 2015, as the hotel group is currently moving forward with conversion or construction projects in urban neighborhoods and secondary markets around the world.

Canopy by Hilton has signed letters of intent to open properties in 10 US cities (Miami, Washington DC, Portland, San Diego, Nashville, Indianapolis, Charlotte, Oklahoma City, Savannah, Ithaca) as well as in London.

With its new lifestyle brand of boutique hotels, Hilton is catching up with rivals like HYATT, which has its ANDAZ properties, and Intercontinental, which opened the first hotel from its new INDIGO brand on October 9.

BOUTIQUE HOTELS are small, stylish properties that are typically located in urban areas.

More information: www.canopybyhilton.com