Hilton Worldwide launched its new Canopy brand one year ago in October 2014, yet the first hotel opening is still a few months away. Canopy Reykjavik City Centre, scheduled to open in early 2016, will be the first Canopy by Hilton hotel.
Visitor numbers to Iceland have tripled in the past 15 years and Icelandic-based low cost carrier WOW is helping those numbers rise even more with cheap international flights from USA and Canada to Keflavik KEF airport, 50 km southwest of Reykjavik.
Hilton already has a presence in Iceland with Hilton Reykjavik Nordica.
Canopy Reykjavik is under construction for a 115 room hotel.
Canopy Reykjavik | City Centre will welcome guests with 115 guest rooms and suites, will feature an entirely new interior, while sensitively retaining the buildings’ elegant facades, and preserving the important architectural integrity of the neighborhood.
Wi-Fi and a local artisanal breakfast will be included in the room rate, along with a property-specific gift to welcome guests on arrival, helping ensure they get off to a positive stay in Reykjavik. As with all Canopy by Hilton hotels, Canopy Reykjavik | City Centre will be inspired and influenced by its local surroundings. Occupying an entire block of the prestigious Hverfisgata St, the hotel will provide guests with an opportunity to explore the city on foot.
Reykjavik is one of the world’s cleanest and greenest capital cities, and is home to a vibrant culinary scene, attracting gourmet aficionados to its many Michelin starred restaurants. Just two degrees south of the Arctic Circle, Iceland is one of the few countries where the spectacular Aurora Borealis or Northern Lights can be seen clearly. As a result of its unique location, during the summer season Iceland experiences 24 hour daylight and is a magnet for nature enthusiasts. Its unusual volcanic landscape has produced thermal springs and dramatic glaciers, helping to forge its reputation with tourists from around the world. In May 2015, Iceland’s second largest glacier, Langjokull, opened to the public, allowing visitors to travel through a 500m tunnel in the centre of one Europe’s largest glaciers.
Hilton Press Release June 30, 2015
The primary emphasis in Canopy by Hilton marketing is a focus on neighborhoods. An open, spacious lobby is all the buzz in hotel industry planning for Millennials. Canopy is being marketed as a lifestyle hotel.
My main question is will Canopy hotel stays earn 10 points per $1, like nearly all Hilton Hotel brands? Or 5 points per $1 like Home2 Suites?
The Canopy by Hilton neighborhood projects include:
- Canopy West Palm Beach
- Canopy Denver | Downtown
- Canopy Washington, D.C. | Southwest Waterfront
- Canopy New Orleans
- Canopy Dallas | Uptown
- Canopy Baltimore | Harbor Point
- Canopy Minneapolis | Mill District
- Canopy Chicago | The Loop
IHG has Even, Marriott has Moxy and Hilton has Canopy. The lifestyle theme is all about being social and active.
Is a budget oriented lifestyle hotel the future of hotel growth in major chains?
I think lifestyle brands are more of a niche market for popular tourist cities to attract younger guests to the fold of hotel chain loyalists. While the hotel chains can gear marketing and some new hotels to the Millennial crowd, the overall hotel chain industry is still being steered by the workhorse brands.
Hampton Inn has 2,000 hotels and along with Hilton Garden Inn brand comprises more than half of Hilton Worldwide hotels, Fairfield Inn and Courtyard by Marriott are about half the hotels in Marriott International. Holiday Inn Express has even more hotels than Hampton Inn as it approaches 2,500 hotels worldwide.
While Canopy Reykjavik still has a few months before opening, I noticed some low hotel rates at Hilton Reykjavik Nordica next month, if you happen to be traveling via Reykjavik during Thanksgiving week.
Hilton Reykjavik Nordica $74 rates November 27-29, 2015.