Hilton has just announced their 14th hotel brand, called Tapestry Collection by Hilton. The brand is described as "a gathering of original upscale hotels catering to guests seeking reliability and value in their independent hotel choices." Interestingly Tapestry Collection is Hilton's second independent brand -- Curio Collection is Hilton's other independent brand. Tapestry Collection is…
Continue reading: Hilton Introduces Their 14th Hotel Brand — Tapestry Collection
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The way i read it is that they want Tapestry to be mostly 5* and keep Curio to be mostly 4* (occasionally lower but probably very rare), the way Luxury Collection is versus Tribute.
Another advantage of indie brands is that it possibly skirts contractual limitations of no duplicate brands in the same X-mile radius, so for a very high traffic area, like NYC Times Square, Hilton can jam in a lot more properties under Tapestry+Curio brands.
But to be honest, "Tapestry" just feels so blah as a name.
If the dude in the top right corner of the infographic is typical of the target guests, this brand is absolutely not for me. It's really helpful for them to brand stuff like this - makes it much easier to avoid.
I was staying in some chain hotel last week; it was literally impossible to sit anywhere in the breakfast rooms (note the plural) without tv screens blaring at you. All on different channels. The nicest-looking area seemed to have the televisions locked onto channels with infomercials about skin conditions. Over breakfast.
So that's a big shout out to the Marriott chain, who have now permanently lost my business.
While I agree with the need of an upper-upscale level soft brand, I think the problem is that Curio does not really feel like a luxury-only soft brand.
Hilton and luxury just don't seem to play well together...they should stick to low / mid end
If independent hotels sign up to major brands then you lose many of the benefits that only come with status, such as free breakfast and flexibilty with late checkout, that are often free with many independent hotels anyway.... one of many reasons why independent hotels are nearly always better
Mindless...
"Hilton and luxury just don’t seem to play well together…they should stick to low / mid end."
You mean unlike Starwood and luxury that played so well together the company went belly up?
Why on earth do they think they need 14 brands?
High, medium and economy should suffice, and the star system call tell you more.
Stayed at Curio in Madrid and loved it and stayed at Canopy in Reyjavik and loved it more. I will stay at Canopy when ever possible. Canopy nice mix of local culture and hip luxury.
DCS again proves his fundamental misconception of what drives M&A activity...stick to your science.
There is a reason why Hilton is the global chain that has only ~1% of it's properties in the luxury segment.
My wife and I stayed at the adults only Curio resort in Jamaica and were very disappointed. The food was poor and the service worse though the hard product was very nice.