Hilton Worldwide has launched a new lifestyle brand, Canopy, that it claims will "redefine" the sector.
The new offering will focus on combining local atmosphere with Hilton's classic service standards. There are currently 11 Canopy properties in the pipeline, with the first openings expected next year.
Speaking at the Global Partnership Conference in Orlando in October, Hilton president and CEO Christopher Nassetta said: "We saw an opportunity to not only enter the lifestyle space by developing a new brand but also redefine this category by creating a more accessible lifestyle brand.
"We identified the need to take the emphasis off of capital-intensive design and deliver exactly what the target consumer desires: an energising, comfortable stay with more included value."
Canopy hotels will focus on four key elements: keeping it local, guest comfort, design, and more included value (Wi-Fi and breakfast will come as standard) and a 'positively yours' service culture.
Ten of the planned properties will be in the US, with the 11th at an as-yet-unknown location in London.