Hilton unveiled their 12th brand yesterday, called Canopy by Hilton. The target customer isn’t specified, but after reading the press release it sounds like the unspoken term is Millennial.

Here are four cornerstones of Canopy by Hilton –

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Free Wifi is included, which is great to hear.

Locations will be in urban areas, and letters of intent have been signed for –

Canopy Portland, Pearl District
Canopy London, to be determined
Canopy Miami, Brickell
Canopy Washington, D.C., Bethesda North
Canopy San Diego, Gaslamp Quarter
Canopy Nashville, Downtown
Canopy Savannah, Historic District
Canopy Indianapolis, City Centre
Canopy Charlotte, Uptown
Canopy Oklahoma City, Bricktown
Canopy Ithaca, The Commons

Canopy by Hilton’s hashtag is #PositivelyYours, and here’s a link to their website. There isn’t a ton of information available just yet, but here’s their introductory video –

In case you’re curious, the other 11 Hilton brands are – Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Curio – A Collection by Hilton, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations.

The new Canopy by Hilton properties are due to debut in 2015.