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FEATURE PROFILE: Feature from the FALL 2024 ISSUE of STAY Magazine
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Inside Hilton's multi brand, multi destination expansion in Canada
Hilton has elaborated on its plans for its multi brand, multi destination growth expansion in Canada.
Hilton ended 2023 with 180 open hotels in the country spanning more than 28,000 rooms across 11 brands.
With nearly 20 deals signed in 2023, Hilton’s Canada pipeline consists of approximately 90 hotels, more than 11,000 rooms and will introduce Spark by Hilton and Motto by Hilton into Canada in 2024. The company will soon surpass 200 hotels in Canada, and has plans to increase its portfolio of hotels by 50 per cent over the next several years.
Canopy by Hilton Toronto - Yorkville
“We are excited about our continued momentum in Canada, as a result of our organic multi-brand, country-wide growth strategy,” says Jeff Cury, senior director of development, Canada, Hilton. “We remain focused on expanding our portfolio to every province across the country with both existing and new-to-market brands and are committed to offering business and leisure travelers robust options in the destinations they want to visit.”
In 2023, Hilton opened Canopy by Hilton Toronto - Yorkville, marking the debut of the Canopy by Hilton brand in Canada and demonstrating developer affinity for lifestyle brands that deliver elevated, boutique hotel experiences. The company also signed five new deals including Motto by Hilton Montreal Downtown, the first Motto by Hilton hotel in Canada that will give travelers the opportunity to live like a local in Montreal’s downtown.
In 2024, Revery Toronto Downtown, Curio Collection by Hilton will be the second Curio Collection by Hilton branded property in Canada. In the next five years, Hilton plans to triple its presence in the lifestyle category with new hotels planned in highly desired destinations including Montreal, Toronto, Vancouver, Niagara Falls and more.
Revery Toronto Downtown, Curio Collection by Hilton
Spark by Hilton readies for launch
In 2023, Hilton signed six new deals under its premium economy hotel brand Spark by Hilton, which provides a reliable and comfortable stay with friendly service for every guest, all at an accessible price. The brand plans to ignite growth in Canada in 2024 with the opening of four new properties including Spark by Hilton Toronto Markham, Spark by Hilton Oshawa, Spark by Hilton Woodstock and Spark by Hilton Owen Sound.
Focused-service fuels expansion
Focused-service brands continue to fuel Hilton’s growth in Canada, representing more than 60 per cent of the company’s pipeline in the country. In 2023, Hilton opened five focused-service hotels including Tru by Hilton Toronto Airport West and four properties under the Hampton by Hilton flag in downtown Toronto, Cornwall, Hamilton, and Midland. Tru, the game-changing brand that reimagined the category, is driving growth with a footprint set to expand from three hotels to more than 15.
Additionally, with 70 open hotels and upwards of 25 in design or construction, Hampton is on track to reach the 100th hotel milestone in the next five years, strengthening its position as a premier focused-service brand in the country.
Extended-stay delivers long-term growth
In Canada, Hilton currently welcomes guests at more than 30 extended-stay properties, with another 20 hotels in the pipeline. The category’s momentum is led by the Home2 Suites by Hilton brand, which has witnessed rapid growth and robust owner interest across the country. In 2023, Hilton opened Home2 Suites by Hilton Huntsville, Home2 Suites by Hilton Quebec City, and Home2 Suites by Hilton Thunder Bay and signed five new deals. In 2024, Home2 Suites by Hilton Kingston and Home2 Suites by Hilton Kitchener will open.
With over 20 DoubleTree by Hilton hotels in operation and more than seven in the pipeline, DoubleTree by Hilton continues to be the driver of growth in the full-service category in Canada. In 2023, Hilton signed DoubleTree by Hilton Brome Missisquoi Resort in Quebec and in 2024 DoubleTree by Hilton Kingston and DoubleTree by Hilton West Kelowna are expected to open their doors—expanding the brand’s presence in Ontario and British Columbia.
