Hilton announced the launch of their 14th brand, called Tapestry Collection by Hilton. This will also be Hilton’s 2nd Collection brand (the first is the Curio Collection).

Interestingly, even though there has been a lot of emphasis and focus lately on businesses hoping to cater to Millennials wanting a lower price point, the press release says that the new brand was created due to customer demand. Here’s the verbiage –

“Tapestry Collection by Hilton was curated due to customer and owner demand for original upscale hotels that cater to guests seeking reliability and value in their independent hotel choices.”

The photo up on the Tapestry Collection page of Hilton’s website does show a guy skateboarding though.

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Perhaps this is still a Millennial focused brand and I noted the use of the word ‘value’ but we’ll know more once we hear more details about the properties, rooms, and pricing.

Brand attributes of the new Tapestry Collection also include the key touchstones of ‘approachable and familiar’ and original and independent’.

To kick off the new collection, seven hotels have signed letters of intent. The cities they will be in are –

• Nashville, Tennessee
• Warren, New Jersey
• Hampton, Virginia
• Chicago, Illinois
• Syracuse, New York

The first property is expected to be converted by fall of 2017, and there are 35 other properties currently with deals in process to join.

What do you think, will the Tapestry Collection by Hilton be a Millennial focused brand?