Hilton to Launch New Hotel Brand, Canopy

Does the world really need another hotel brand?

Hilton thinks so, and will begin opening hotels under the Canopy name in 2015.

Hilton is promoting Canopy as a “lifestyle brand,” which seems to mean that it aspires to be whatever’s considered hip and cool by Millennials. Here’s how that translates into hotels:

Neighborhood-y – “Canopy is all about being local, through design, food and beverage, art and knowledge.”

No Cookie-Cutter Hotels – Each Canopy hotel will be unique.

Value – Basic WiFi, “artisnal” breakfast, and evening wine and spirit tastings are included.

The emphasis on neighborhoods carries through to the choice of hotel locations. “Canopy’s thoughtful growth strategy focuses on vibrant neighborhoods in primary urban markets that are proven to support a premium ADR (average daily rate).” So far, letters of intent have been signed for 11 hotels:

• Canopy Portland, Pearl District
• Canopy London
• Canopy Miami, Brickell
• Canopy Washington, D.C., Bethesda North
• Canopy San Diego, Gaslamp Quarter
• Canopy Nashville, Downtown
• Canopy Savannah, Historic District
• Canopy Indianapolis, City Centre
• Canopy Charlotte, Uptown
• Canopy Oklahoma City, Bricktown
• Canopy Ithaca, The Commons

Naturally, all Canopy hotels will be included in Hilton’s HHonors program for points earning and award stays.

This article originally appeared on FrequentFlier.com.