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Weaving An International Tapestry

Hilton Soft Brand Continues Steady Growth Entering Gateway Markets

Monday, April 15, 2019
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By Kerry Medina

Since Hilton launched its Tapestry Collection in January 2017 the soft brand has been making its mark. Seven letters of intent were already signed when the Tapestry Collection brand was introduced and another 35 deals were in process, but that was just the beginning.

The following year kicked off with the announcement of still more new locations, such as a Lexington, KY property and another in Melbourne, FL. In total, Tapestry Collection by Hilton more than tripled in size in 2018, adding 14 hotels to the brand. Notably, the brand debuted in two major gateway cities last year when The Bernic Hotel New York City and The Rose Hotel Chicago O’Hare joined the Tapestry Collection portfolio. This year, the brand announced it has 45 properties in the pipeline and is making its first foray on the West Coast.

“With over 17,000 hotels in the independent hotel segment globally, it’s such a ripe space for Tapestry,” said Jenna Hackett, global head, Tapestry Collection by Hilton. “That, paired with the 85-million-and-growing Hilton Honors members looking for rich, authentic hotel experiences with the Hilton stamp of approval and then the benefits we offer owners and it’s just created such opportunity for us.”

Hackett further pointed out that while the company’s 14th brand is a fit for independent hotels in major markets, it can also flex into secondary locations and even tertiary resort destinations, adding that “there are certain quality levels that a hotel has to meet in order to enter the collection.”

She cites Tapestry Collection’s four New York hotels as an example. The Bernic, as well as the Distrikt Hotel Times Square, are both modern city-center hotels with their own destination dining experiences. Yet upstate New York’s Hotel Skyler Syracuse--which offers its guests a complimentary breakfast, a grab-and-go Marketplace and a bar and lounge--is the result of a historic preservation project. Meanwhile, the Tailwater Lodge Altmar in upstate New York attracts guests seeking outdoor exploration like hiking and fishing. Hackett then went on to contrast Tapestry Collection’s locations across the Empire State with the brand’s first property in the Pacific Northwest, The Sound Hotel Seattle Belltown. Located near Amazon’s headquarters, the hotel occupies the first 10 floors of a mixed-use development and offers two meeting rooms.

“When we launched this collection, the foundation of it was really based on the guests’ and owners’ needs,” Hackett explained. “Owners can keep the independent spirit of their hotel and provide that independent experience that their guests are craving--whether that’s fun, edgy, quirky, off-the-beaten-path or a city center experience—the brand offers so much possibility.”
When the brand was announced, Hilton described it as an answer to owner and guest demand for original upscale hotels that cater to travelers seeking reliability and value from independent hotels that are each distinct, but also approachable.

The Inn at Saratoga in California’s Silicon Valley has already come to that realization. Situated near wine country, golf countries and wedding venues, the boutique hotel will officially become a member of Tapestry Collection in July, just as it completes a multi-million dollar renovation. The collection will also welcome its first San Diego property in 2020, when The Monsaraz opens its doors after breaking ground this past March.

Dallas-based Prism Hotels and Resorts also converted three of its Nylo Hotels to the Tapestry Collection last November. According to Prism CEO Steve Van, the decision to bring two Texas properties, Nylo Irving/Las Colinas and Nylo Plano, as well as a Rhode Island hotel, Nylo Providence/Warwick, into the Tapestry Collection fold was “…straightforward: optimize value for owners.”

Hackett points out that the properties’ ownership benefits from access to Hilton Honors members in addition to the Hilton sales and marketing platforms that also attract independent hotels to the Tapestry Collection brand. “Nylo was already an established brand that travelers knew and that had its own distinct following,” said Hackett. “The Tapestry Collection is amplifying the lifestyle experience that these hotels are offering.”

The brand chief expects further growth to come, particularly as Tapestry Collection continues its expansion Stateside and eventually into Latin America and the Caribbean as well as Europe and Asia when, she said, “the time is right.”

Hackett added, “there’s so much growth opportunity because there are 17,000 independent hotels globally, but there’s also so much potential because of where guests are looking as they think about Instagrammable moments and rich experiences for business or pleasure.”
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