Since unveiling its Tapestry Collection in January 2017, Hilton has been quickly expanding the upscale soft brand domestically and abroad.
Hilton opened its first Tapestry property, the Hotel Skyler Syracuse in upstate New York, in May 2017. By the end of this year, Hilton plans to have 18 hotels open under the Tapestry banner.
"We launched this collection because we saw there was a need in the upscale, independent market space," said Jenna Hackett, global brand head for the Tapestry Collection by Hilton. "When you look at our Curio Collection [soft brand] portfolio, which is in the higher-end and upper-upscale space, there was this need beneath that that we really couldn't fit into another brand under Hilton. We strategically saw this white space and a really big need, and we've grown because of that."
In addition to playing in the upscale segment, Hackett said, a Tapestry hotel must have what she called a "unique identity." The Hotel Skyler, for example, is housed in a former synagogue built in 1922. It is also a member of Historic Hotels of America.
"Hotel Skyler is rich in history and personality, but what it didn't have was this engine," Hackett said. "So we were able to come in and bring an engine powered by nearly 82 million Hilton Honors members."
Tapestry Collection properties must also meet Hilton's safety, quality and cleanliness standards.
The Cotton Sail Hotel Savannah in Georgia joined the Tapestry Collection in October. In addition to offering high-end accommodations, a Tapestry Collection hotel must have a “unique identity.”
Among the Tapestry Collection's latest additions are the Founders Inn and Spa in Virginia Beach, Va., and the Cotton Sail Hotel Savannah in Georgia, both of which came online in October. Also joining the fold this year were New Mexico's Hotel Don Fernando de Taos, which recently underwent a multimillion-dollar renovation, the Distrikt Hotel New York City and the Rose Hotel Chicago O'Hare.
The Tapestry Collection has a robust pipeline of approximately 37 hotels. In the first quarter of next year, Tapestry will open the Sound Hotel in Seattle as part of a mixed-use residential and commercial development in the city's Belltown neighborhood. The lineup also includes a slew of California hotels, including the Silicon Valley-based Inn at Saratoga, San Diego's Point Loma and Sacramento's Fort Sutter Hotel, slated to join the collection between next year and 2020.
Additionally, Hilton has unveiled two international Tapestry properties opening in Lima, Peru, in 2020. Hackett said that other overseas locations are likely to be announced in the near future.
Citing the early success of Hilton's Tru brand, launched in January 2016, as well as the warm reception for the company's recent launch of Motto, a microhotel concept, Hackett said Hilton's hard brands will continue to grow.
"But we've found that sometimes our Hilton Honors customers want a more independent experience, and they want to try new things," she said. "That said, they also still want that Hilton stamp of approval."
Along with filling a niche for consumers, the Tapestry concept provides owners and developers with an attractive option.
"This isn't just a consumer trend," Hackett said. "This is an owner trend. Owners might have done well with maybe two or three Hamptons, or maybe they have a Doubletree and a Hilton, but they also want to have what I'm calling their 'baby.' They get to create, say, the cocktail or craft beer menu or curate the guest story. For them, it becomes a passion project."