Tapestry, Curio brand head highlights areas for growth
Tapestry, Curio brand head highlights areas for growth
17 OCTOBER 2019 8:13 AM

There are solid growth plans ahead for Hilton’s Tapestry and Curio collection brands, according to Jenna Hackett, global brand head for both brands.

PHOENIX—The types of hotels under Hilton’s Tapestry and Curio collections are what make the brands unique, and the Hilton engine helps those brands stand out, according to Jenna Hackett, global brand head for both.

Hackett said properties under both collections tell the story of the towns and cities they’re in, and from there, it’s about “engaging with (Hilton) Honors members.”

“When you think about the foundations of the collections, they are the same, and are what I'm going to call the Hilton engine,” she said. “So it's really creating and making sure we're engaging these hotels with those (loyalty) members, with our sales team, with our marketing, with our PR, with our technology … with all those different elements and offerings that Hilton provides and brings.”

Hackett spoke to Hotel News Now during a break at The Lodging Conference.

When it comes to storytelling for the upscale Tapestry and upper-upscale Curio, Hackett referenced two properties as examples: The Wilbur Lititz, Tapestry Collection in Pennsylvania; and the C. Baldwin, Curio Collection by Hilton in Houston.

The Wilbur is located in a former location of a Wilbur Chocolate Company factory while the C. Baldwin pays homage to Charlotte Baldwin, who is known as the “Mother of Houston.”

“Why I like that story so much and I'm drawn to it is it really pays homage to women and empowerment,” Hackett said. “The GM is a woman, they've brought in a woman chef, they're putting women into positions that you maybe wouldn't necessarily see, such as valet. … I love that and I think it (conveys) a richness and ties back to that culture. I believe guests feel that.”

Tapestry’s Canada expansion
Hilton announced in September the brand would be expanding in Canada over the next four years with 70 hotels and 8,000 rooms. Tapestry is included in this growth and will open three hotels in three cities in Canada—Moncton, New Brunswick; Mississauga, Ontario; and Calgary, Alberta.

The first Tapestry to open will be Canvas Moncton, which is scheduled to open by the end of 2019. Hackett said the name of the hotel ties into “the art history and richness within the location and within the town.”

“The town is known for its artsy flair,” she said. “(Canvas) pays nod to that but also, they are going to have art throughout the property (and have) local artists contribute art.”

Tapestry in the Americas; Curio’s global growth
Tapestry has more than 20 hotels in the U.S., but the brand is looking to grow more in the Americas, Hackett said.

The brand will open The Bermudan next year, marking the first hotel in the Hilton family to open in Bermuda.

For Curio, Hackett said that brand is “on fire” and expanding globally.

“We have over 70 (Curio) hotels open,” she said. “We’ll have our 100th opening early next year, and we’re in over 20 countries and growing.”

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