How Canopy by Hilton Identifies ‘It’ Neighborhoods Nationwide
Hilton’s neighborhood-centric lifestyle brand has been on the move. After establishing its flagship location in Reykjavik, the brand entered the United States, opening two properties near the nation’s capital—in Greater Washington, D.C.’s Bethesda North and The Wharf neighborhoods. Locations especially matter to the Canopy brand because each hotel is designed to be an extension of its neighborhood, says Gary Steffen, global head of Canopy by Hilton. Over the next five years, Hilton plans to open more than two dozen Canopy hotels around the world and is in the process of selecting the right markets and developers for these properties.