Fresh-forward from the start.
When you realize there’s a new kind of hotel customer, you create a new kind of hotel.
Embedded Files
CLIENT
Canopy by Hilton
SERVICES PROVIDED
Brand Audit & Research | Brand Strategy | Visual & Verbal Identity | Activations & Brand Spaces | Video Direction & Production | Interactive Design & Development | Original Photography | Trade Booth Design
Hilton Worldwide brought HZ on board from the very beginning of its process of defining a new lifestyle hotel concept and developing a brand to bring it to life. This new hotel category would be shaped by consumer-research surveys into what today’s travelers really want from a hotel stay.
Collaborating with our client and an independent research firm, we identified four high-potential guest types. Based on their expressed preferences, the HZ team explored a wide range of themes and hotel-feature sets in order to develop eight distinct hotel concepts. We tested the four strongest concepts until we found the key to a new kind of hotel—one with a clearly defined offering designed to garner high interest and justify a premium to our target consumers, built on a sustainable business model to appeal to potential hotel owners and operators.
At every step of developing our concept and brand, we tested our work with select target groups and refined it accordingly. Once Hilton decided on the name Canopy, the HZ team defined Canopy’s purpose: “So you simply feel better going forward.” Then we fleshed out our target guest profiles, not in terms of demographics but of “stay-occasion mindsets,” and established Canopy’s fundamental promise: a positive stay defined by simplified service, authentic local style, and an energizing environment. These elements formed the “fresh-forward” essence of Canopy, summed up in the tagline, “Positively yours.”
Canopy was unveiled at Hilton Worldwide’s Global Partnership Conference in October 2014. Industry response was and remains overwhelmingly positive.
The first Canopy by Hilton opened in late 2015, in Reykjavík, Iceland. More than 30 Canopy hotels are now up and running in hot neighborhoods in cities across the country and around the world—with more in various stages of development.
At HZ, we love going above and beyond in creating successful brands with our partners. With Canopy, Hilton brought us in early enough to go deep as well, enabling us to not only create the Canopy brand, but also help develop the whole concept of the hotel.
Watch our video case study:
View and download the full Canopy by Hilton case study here:
HZ_Canopy_CaseStudy.pdfPage updated
Report abuse