Hilton Worldwide is adding a new chain to its line-up of brands, with plans to open 11 hotels including one in the Washington area.
Canopy by Hilton — which the company calls a “lifestyle brand” akin to Hyatt Place, Marriott’s Edition and Starwood’s Aloft — plans to open in White Flint in 2016, developer Federal Realty Investment Trust announced Wednesday.
Instead of a standard lobby, the ground floor of the 177-room hotel will include flexible dining spaces that can quickly change from morning cafe to lunchtime bistro or evening bar. The surrounding mixed-use development, Pike & Rose, slated to include a luxury movie theater, bowling alley and apartments, is also expected to be a draw for guests.
“For our business and leisure travelers, a sense of place matters,” Christopher J. Nassetta, president and chief executive of Hilton, said in a statement. He added that hotel guests “will be just steps away from chef-driven restaurants, new and engaging music venues, health clubs, theaters and other attractive amenities.”
Guests will be able to check into their rooms using mobile devices, and will have access to free wireless Internet, daily breakfasts and evening tastings of local beers and wines.
“The demands and preferences of today’s travelers continue to evolve,” Jim Holthouser, executive vice president of global brands for Hilton, said in a statement. “Canopy by Hilton will deliver more choice and control for guests than ever before.”
This is the second new brand McLean-based Hilton has debuted this year. The first, Curio, is a collection of boutique hotels that will operate under the company’s umbrella.
Don Wood, president and chief executive of Federal Realty, said in an interview that the company — known for its shopping centers — now has about a half dozen hotels either open or in the works and that he was considering doing other deals with Hilton’s Canopy line.
Wood said travelers — like shoppers, apartment renters and office workers — are seeking lively urban environments of which he considers hotels essential components.
“If you took this Canopy product and put it in the middle of a suburban office park, big deal,” Wood said. “But if you take this Canopy product and marry it with our Pike and Rose shopping and living and working…if you marry these things together you have people who are seeing the world going in the same direction.”
Eleven new Canopy hotels are currently in the works, including locations in London, Miami, San Diego and New York. The Buccini/Pollin Group, of Delaware, is also an investor in Pike & Rose.
Hilton’s brands include the Waldorf Astoria Hotels & Resorts, Embassy Suites Hotels and Hilton Garden Inn. The company currently has 4,200 properties around the world.