Luxury Hoteliers Magazine 3rd Quarter 2018 | Page 50

Canopy by Hilton Washington DC Bethesda North
included value . Many travelers feel overwhelmed by choices and underwhelmed by cookie-cutter hotels , and simply want a comfortable place to relax and refresh , and to experience the city like a local . With Canopy by Hilton , we are placing the control and power of choice back in our guests ’ hands and combining that with our staff ’ s local know-how to create truly authentic experiences .
Canopy by Hilton is designed to appeal to a broad base of guests at the upper end of upper upscale and will be particularly attractive to guests looking to get a feel for the local neighborhood . Some of our guests are looking for a unique , out- of-themainstream experience with style and atmosphere , others are seeking room comfort and functionality , and others are business-focused guests that look for services and amenities that support their work . Our guests come for many reasons , but they all enjoy uncomplicated comforts , thoughtfully local design and experiences , and an energizing atmosphere .
WHAT WERE YOUR KEY CHALLENGES CREATING A NEW LIFESTYLE BRAND ?
With Canopy by Hilton , we had to be patient . The Canopy by Hilton brand was created following years of research and surveying over 9,000 travelers , which took time , but we knew we uncovered a new way to bring the guest experience to life and we wanted to do it right .
HOW DID YOU APPROACH YOUR STAFF CULTURE ?
Our brand is fresh and comfortable – and we like to make things easy , so we model our culture in a similar way and invite team members , or “ Enthusiasts ,” to create a welcoming experience for guests , while also tapping their local know-how . As a great resource for exploring the local neighborhood , our Canopy by Hilton Enthusiasts deliver a one-stop approach to front-ofhouse service , from suggesting the best local running route to where to check out local music and more . We also created a wealth of innovative online training resources to support Canopy ’ s unique culture which enable our Enthusiasts to walk through and become fully immersed in the Canopy guest experience .
WHAT SUSTAINABILITY INITIATIVES ARE IN PLACE AT CANOPY BY HILTON ?
Since the launch of Canopy by Hilton in October 2014 , the brand ’ s commitment to sustainability and
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