Dive Brief:

• The latest location of Canopy by Hilton has opened in San Francisco’s South of Market neighborhood, Hilton announced in a release. 
• The 12-story, 78,000-square-foot Canopy by Hilton San Francisco SoMa features 194 rooms, including two penthouses, and a rooftop lounge with views of downtown San Francisco. The hotel is next to sites such as Union Square, Mission Bay, Oracle Park and the Moscone Center. 
• The opening marks Hilton’s first lifestyle hotel in San Francisco. Hilton’s lifestyle pipeline is expected to more than double between 2022 and 2032, as the company pushes design-forward, centrally located hotels across the U.S. and worldwide. 

Dive Insight:

Canopy by Hilton, along with Tempo by Hilton and Motto by Hilton, is one of Hilton’s three lifestyle hotel brands. Together the brands make up one of Hilton’s most rapidly expanding pipelines. As of 2022, signings for the brands made up nearly 20% of the category’s total pipeline of 55 hotels, more than half of which are in the U.S.

The Canopy by Hilton San Francisco SoMa is expected to be a “natural extension of the neighborhood,” said Jenna Hackett, Canopy by Hilton’s brand leader, in the release. The pet-friendly hotel is near attractions such as the Yerba Buena Gardens and the San Francisco Museum of Modern Art, which guests can visit via complimentary bikes. Local art and furnishings were selected to reflect the hotel’s surroundings, and guest rooms feature floor-to-ceiling windows that offer city views. 

“It is our mission to offer guests a place to gather for an upscale, authentically local experience,” said Jeff Ossenkop, the hotel’s general manager, in the announcement. “Surrounded by boutique shops, renowned restaurants, esteemed art galleries and more, we look forward to becoming an active member of this exciting SoMa community.”

Food and beverage offerings are also locally inspired. Concepts include an in-house cafe, a rooftop bar and lounge with 270-degree views and a lobby restaurant that features Canopy’s signature evening tasting program. Five meeting rooms offer 4,400 square feet of event space.

Before Canopy by Hilton San Francisco SoMa’s opening, the most recent debut for the brand was in Toronto. The portfolio includes 37 open properties, with more than 30 under development around the globe. 

Among Hilton’s other lifestyle brands, Motto by Hilton currently has five open properties with 20 under development, and no Tempo by Hilton locations are open yet, though 25 are in the pipeline. 

Canopy by Hilton Cannes will open later this year, and locations in Sioux Falls, South Dakota, and Nashville are expected to open in 2024.