Hilton Launches Its 14th Brand: Tapestry Collection by Hilton

A gathering of original, upscale hotels, offering travelers independent hotel experiences combined with value and reliability

Hilton (No. 42 on the DiversityInc Top 50 Companies list) announced the launch of a vibrant new brand that offers guests a refreshing choice for an independent hotel stay: Tapestry Collection by Hilton. Tapestry Collection by Hilton marks the 14th brand and second collection brand for Hilton, the world's fastest-growing hospitality company on an organic net unit growth percentage basis.


Tapestry Collection by Hilton was curated due to customer and owner demand for original upscale hotels that cater to guests seeking reliability and value in their independent hotel choices. Each hotel will maintain its individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels. In addition, each stay is backed by the reassurance of the Hilton name as well as its unmatched commercial engine and award-winning Hilton HHonors program.

"The launch of Tapestry Collection by Hilton extends Hilton's proven growth strategy, which focuses on developing clearly-defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests," said Christopher J. Nassetta, president and CEO, Hilton. "Tapestry Collection by Hilton will enable us to provide the best of both worlds to travelers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton."

Seven hotels have signed letters of intent with the collection in the following cities: Syracuse, N.Y.; Chicago, Ill.; Nashville, Tenn.; Warren, N.J.; Hampton, Va., and two in Indianapolis, Ind. The collection has an additional 35 deals in process, with the first property expected to convert to Tapestry Collection by Q3 2017. Further additions to the collection will be announced in the coming months.

The Tapestry Collection by Hilton is positioned in the upscale segment just below Curio - A Collection by Hilton, which has been highly successful since launching in 2014. Curio today operates more than 30 upper upscale hotels in seven countries with another 45 in the global development pipeline.

According to Bobby Bowers, Senior Vice President, Operations, for industry research firm STR, the supply of independent properties in the upscale market is estimated to be more than 15,000 hotels globally. "Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future," Bowers said. "This move is consistent with Hilton's strategy of creating and developing original brands that fuel organic growth."

Hilton's Organic Growth Strategy

While numerous brands compete in the luxury and upper upscale segments, Hilton's extensive consumer feedback and competitive data analysis have revealed a white space opportunity in the upscale market segment, especially for a collection brand.

Hilton has launched several brands in the past decade including Home2 Suites by Hilton in 2009, Curio - A Collection by Hilton in 2014, Canopy by Hilton in 2014 and Tru by Hilton in 2016. Combined, they have added 20,000 rooms to the Hilton footprint, with another 66,000 in the pipeline.

"With Tapestry Collection by Hilton we are responding to our guests' and owners' desire for a compelling new choice for an upscale collection brand," said Mark Nogal, global head, Curio - A Collection by Hilton and Tapestry Collection by Hilton. "A 'tapestry' is a one-of-a-kind, woven piece of art, making it the ideal name for our new collection of hotels that are dedicated to being different."

Tapestry Collection by Hilton guests will be able to benefit from Hilton HHonors, the award-winning guest-loyalty program for Hilton's 14 distinct hotel brands that serve an ever-growing footprint of 60 million members in 104 countries. Hilton HHonors members who book directly with Hilton save time and money and gain instant access to the benefits they care about most, such as an exclusive member discount, free Wi-Fi, and the ability to earn and redeem Points for free nights. They can also access digital amenities like digital check-in with room selection and Digital Key (in select locations), available exclusively through the industry-leading Hilton HHonors mobile app.

Hilton Names Global Head Of Diversity & Inclusion

"As a global hospitality company, it's increasingly important to leverage the benefits of an intentional diversity and inclusion management practice to drive sustainable engagement and company performance," said Muñoz.

Hilton has named Jon Muñoz as Vice President, Global Diversity & Inclusion. In his new role, Muñoz will oversee Hilton's global diversity management practice, focusing on developing culture, talent and marketplace strategies that cultivate inclusion.

Already known as one of the World's Best Workplaces, Hilton was recognized in 2017 for its diversity and inclusion efforts by DiversityInc, Fortune, Forbes, Human Rights Campaign, National Business Inclusion Consortium and LATINA Style.

Muñoz joined Hilton in 2011 as Senior Director, Diversity & Inclusion and has played a key role in driving Hilton's global diversity and inclusion efforts. Prior to joining Hilton, Muñoz served in diversity roles for Sprint and multicultural marketing roles for Nextel Communications, Bank One (JPMorgan Chase) and NationsBank (Bank of America).

"As a global hospitality company, it's increasingly important to leverage the benefits of an intentional diversity and inclusion management practice to drive sustainable engagement and company performance," said Muñoz. "I'm proud of the important strides we've made on our diversity and inclusion journey at Hilton and look forward to building on those successes to support our mission to be the most hospitable company in the world."

"In his seven years at Hilton, Jon has built a track record for success, providing leadership for our comprehensive, and now award-winning, diversity and inclusion program," Matthew W. Schuyler, Chief Human Resources Officer, Hilton. "This role is incredibly important as we continue to create welcoming and inclusive work environments for all, and amazing experiences for our guests."

Muñoz actively serves in leadership roles at a diverse nonprofit organizations including: Conference Board Diversity and Inclusion Center Advisory Board, Friends of the American Latino Museum Treasurer of the Board of Directors, International Gay & Lesbian Travel Association Vice Chair of the Board of Directors, League of United Latin American Citizens Corporate Alliance, National Association for the Advancement of Colored People ACT-SO Advisory Council, National Gay & Lesbian Chamber of Commerce Co-Chair of the Corporate Advisory Council, and the United States Hispanic Chamber of Commerce Senior Executive Corporate Advisory Board. He is also a co-founder of the National Hispanic Corporate Council Corporate Executive Development Program (CEDP), offered in partnership with Southern Methodist University Cox School of Business. The CEDP is dedicated to advancing Hispanic managers to executive positions in global enterprises.

Muñoz holds a Bachelor of Science in communications and advertising from the University of Texas at Austin.