Hilton Worldwide unveils new brand

Hilton Worldwide has announced the launch of a new independent soft brand, called Tapestry.

Tapestry Collection by Hilton marks the company’s 14th brand and its second collection, after the roll out of the Curio Collection in 2014.

Hilton says seven hotels have so far signed letters of intent to join the collection, located in Syracuse, Chicago, Nashville, Hampton, and two hotels in Indianapolis.

An additional 35 hotels are in discussions to join up, Hilton said.

Conversions to the new soft brand will be completed from the third quarter of 2017.

Tapestry Collection hotels will fit broadly into the upscale market segment, an area Hilton believes is under served by an independent collection brand.

"The launch of Tapestry Collection by Hilton extends Hilton’s proven growth strategy, which focuses on developing clearly-defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests," said Christopher J. Nassetta, president and CEO Hilton.

Hotels joining the Collection will remain independent but will benefit from Hilton’s marketing and distribution channels and guests get access to guest loyalty program Hilton HHonors.