Hilton Worldwide says its new lifestyle brand that it announced earlier this year will be called Canopy by Hilton, and that the badge's first hotels will open next year.
The No. 2 publicly traded U.S. hotelier behind Marriot International has signed letters of intent for 11 U.S. locations, including Miami, the Washington area, Nashville, Indianapolis and Charlotte.
"We saw an opportunity to not only enter the lifestyle space by developing a new brand, but also to redefine this category by creating a more accessible lifestyle brand," Hilton CEO Christopher Nassetta said in a statement released Wednesday. "We identified the need to take the emphasis off of capital-intensive design and deliver exactly what the target consumer desires: an energizing, comfortable stay with more included value."
Hilton said the properties will be located in "great neighborhoods," will be design-driven and will include amenities such as free WiFi and breakfast.
The company, which went public late last year, had previously announced this year that it had a lifestyle brand in the works that would compete against the likes of Starwood Hotels' W brand, the Marriott-Ian Schrager brand Edition and smaller badges such as Ace Hotels.
Hilton this year also announced a hotel collection called Curio. That group includes the SLS Las Vegas and the Highland Dallas. Follow Danny King on Twitter @dktravelweekly.