Tapestry Collection by Hilton Global Brand Head Jenna Hackett spoke with Hotel News Now about what’s new with the brand.
MCLEAN, Virginia—Tapestry Collection by Hilton is currently focusing its growth on conversions in the United States, but has plans to move into other countries and open adaptive reuse and new-build properties in the future.
Jenna Hackett, global brand head for Tapestry, said the brand currently has nine hotels open, more than 30 additional hotels in the pipeline and will open approximately 15 by the end of the year.
“In the next year, I would say we will easily double in size,” she said.
All hotels currently open under the brand are conversions, which is the brand’s current focus, Hackett said, but in the future, Tapestry will have hotels opening that are adaptive reuse projects and new-builds.
She added that the ramp up for conversion properties currently open has been great.
“What I always like to call the conversions that have a great culture and owner and already have a great brand identity, I call them my Cinderella stories,” she said. “They hook up to the Hilton engine and you can just see them ramp up because they already had a great brand hospitality embedded within their hotel, and they know their identity. People know the hotel, and then we come in and we provide the platform to tell their story, and you just watch the (ramp up).”
Tapestry is currently focused on growing the brand in the U.S., Hackett said, but is also expanding in Latin America and the Caribbean.
“We signed our first two deals in Latin America in Lima, and so we’re really beginning to get traction in Latin America and the Caribbean, and then we’ll continue to expand globally,” she said.
The Tapestry identity
Hackett started at Hilton in 2011 and joined the brand side of the business in 2014 with the launch of the Curio Collection. She worked as the project manager “helping from a brand management and a strategy perspective” during Curio’s launch, she said, and also worked with the DoubleTree and Hilton brands “from a brand management perspective helping each brand head with their strategy planning, analysis, collateral and from a development standpoint.”
Hackett helped launch Tapestry Collection as a soft brand targeting upscale independent hotels. She was named global head of the brand in November 2017.
She said that while she loves all of Hilton’s brands and each has its own swim lane, Tapestry taps into a space that hasn’t been truly discovered yet.
“The idea of these independent hotels (is) really connecting to a larger branding company, and they really get to keep their identity,” she said. “What’s been so great since we’ve launched and gotten to know the hotels that are interested in becoming part of the collection, each one, not only with this identity—they’re allowed to be trendy, they’re allowed to be vibrant, they’re allowed to be out of the box; they don’t fit any mold and that’s what makes them all so special.”
There’s also a lot of opportunity for independents in the upscale space, Hackett said.
“There’s 17,000 of them globally, so there’s just a breadth of opportunity, and it’s a great opportunity as well for the Hilton Honors guest,” she said. “We have 78 million Hilton Honors members, and they are looking for experiential getaways for whatever it is, whether it’s for work or it’s for pleasure, depending on the stay type. (If) they’re looking for something different, we can fill that niche.”
Hackett said Tapestry looks for hotels that are unique and tell their own story.
Since the collection falls within the full-service space, she said said each hotel has to have a full hot and cold Honors breakfast, which can be al a carte or buffet.
Each hotel also has to bring out the vibrancy of the neighborhood it’s in, which can also be accomplished through food-and-beverage concepts, “whether it’s a bar where people can get small plates for lunch and dinner and maybe a really cool happy hour,” she said.
“We get a lot of rooftops in the collection because that is so popular right now,” she added. “So it’s really just about telling your story throughout the property and then letting us be part of that.”