Canopy by Hilton
| File:Canopy by Hilton logo.svg Logo used since 2014 | |
| Company type | Subsidiary brand |
|---|---|
| Industry | Hospitality |
| Founded | October 2014 |
| Founder | Hilton Worldwide |
| Headquarters | United States |
Area served | Worldwide (12 countries as of 2024) |
| Parent | Hilton Worldwide |
| Website | www |
Canopy by Hilton, commonly referred to as Canopy, is a hotel chain under the Hilton umbrella, first introduced in October 2014. Its inaugural location debuted in Iceland in July 2016, with two additional properties opening in the United States by early 2018. Representing Hilton's twelfth brand, Canopy had grown to encompass 13 hotels with a total of 2,104 rooms across five countries and territories as of December 31, 2019. This portfolio included three managed hotels offering 529 rooms and ten franchised establishments with 1,575 rooms. By 2024, the brand had expanded to 45 hotels spanning 12 countries.
History
Prior to unveiling Canopy in October 2014, Hilton invested several years conducting research involving more than 9,000 travelers from the United States, United Kingdom, and China to develop the brand's concept. The brand’s launch experienced a delay of at least two years resulting from a legal settlement reached in 2010 with Starwood Hotels and Resorts over claims related to possession of lifestyle brand development materials. While Hilton did not concede any fault, it agreed to a financial settlement and postponement.
Hilton initially envisioned eleven Canopy locations across Europe and the U.S. By 2015, development was confirmed for eight U.S. cities along with Iceland. Subsequent announcements included plans for properties in San Antonio (2016) and Sioux Falls (2022). Hilton’s objective is to establish or develop 100 Canopy hotels within five years post-launch, focusing on both large metropolitan markets and mid-sized urban centers.
Properties
The first Canopy by Hilton property opened its doors in Reykjavík, Iceland, in July 2016. The brand’s initial U.S. hotels began operations in early 2018 at The Wharf in Southwest Washington, D.C., and in Bethesda, Maryland. As of March 2018, Hilton was advancing approximately thirty Canopy projects primarily located within the United States. Roughly eighty percent are newly constructed buildings, while the remainder are conversions of existing structures; for instance, the London Canopy hotel situated in Aldgate employs a hybrid approach combining new construction with renovation.
Promotion and branding
Canopy by Hilton focuses on delivering an authentic local experience informed by guest insights. Team members are referred to as "enthusiasts," and guest rooms are distinguished by canopy-style beds featuring grey headboards that stretch up to the ceiling. The brand’s launch video highlights scenes from Baltimore and Istanbul. In November 2014, Hilton presented two model Canopy rooms at its McLean, Virginia headquarters—one showcasing new construction and the other a conversion—developed based on feedback from over 11,000 consumers.
The vibrant orange logo and accents were selected following consumer testing that associated the color with "positive energy." Monthly employee award recipients receive orange Converse sneakers, and select locations provide orange bicycles for guests’ use.
Further reading
- Q&A: Inside the Making of Hilton's Canopy Lifestyle Brand, TravelPulse, October 17, 2014