SPOTLIGHT
Gary Steffen talks about the unique factors that make up a successful Lifestyle Brand,
from their extensive research into what their guests were asking for, to a pet-friendly
attitude and a devotion to sustainability and design. Each hotel taps into their staff’s
local knowledge to give guests the meaningful experience they are looking for in a
relaxed and comfortable environment. Learn more from Gary about the creation of this
successful brand at the International Luxury Hotel Association’s INSPIRE’18 Summit
in13&14 December.
Canopy by Hilton Reykjavik
YOU PLAYED AN INSTRUMENTAL ROLE
IN LAUNCHING THE CANOPY BY HILTON
BRAND IN OCTOBER 2014. CAN YOU TELL
US WHY THE BRAND WAS DEVELOPED
AND THE GUEST YOU WERE TARGETING?
Canopy by Hilton Reykjavik City Centre
Canopy by Hilton was created to fill a void in the
current lifestyle market. We saw an opportunity
to not only enter the lifestyle space by developing
a new brand, but also to redefine this category by
creating a more accessible hospitality brand. The
lifestyle hotel space has changed tremendously
over the last few years, and our research pointed
us to an opportunity to offer travelers something
more: an energizing, comfortable stay with more
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