Hilton Worldwide announced that it is starting a new hotel brand, Canopy, aimed at travellers who value design, social common areas and advanced technology.
The new Canopy by Hilton brand will debut in 2015.
Hilton has already signed 11 letters of intent for properties.
The new or converted hotels will appear in Miami, San Diego, Nashville, London, Oklahoma City, Indianapolis, Savannah, Georgia; Portland, Oregon; Ithaca, New York; Charlotte and Washington, DC.
The group has unveiled the Canopy by Hilton concept to nearly 1,900 owners and development representatives at Hilton Worldwide’s Global Partnership Conference in Orlando, Florida.
Hilton Worldwide CEO Christopher Nassetta said: "We saw an opportunity to not only enter the lifestyle space by developing a new brand, but also to redefine this category by creating a more accessible lifestyle brand."
Canopy has already attracted the interest of ownership groups including The Buccini/Pollin Group, KeyStone, Anish Hotel Group, Baywood Hotels, North Point Hospitality Group, J Street Hospitality, and Levine Properties.
Each property is designed as a natural extension of its neighbourhood, with local design, food and drink.
Hilton Worldwide global brands executive vice-president Jim Holthouser said: "The demands and preferences of today’s travellers continue to evolve, and Canopy by Hilton creates something new for consumers in the lifestyle space.
"Canopy by Hilton will deliver more choice and control for guests than ever before, from a mobile straight-to-room arrival to surprising extras throughout each stay."
Image: Canopy by Hilton represents a new hotel concept. Photo: courtesy of Canopy by Hilton.