Dive Brief:
- The Knoll Hotel Napa Valley, part of Tapestry Collection by Hilton, opened Wednesday, the hotel announced.
- The 90-room boutique hotel, located one mile from downtown Napa, California, is managed by San Diego-based Azul Hospitality Group, which worked with Costa Mesa, California-based firm Cadiz Design Build on development and design.
- Collection brands are driving the majority of Hilton’s conversions, CEO Chris Nassetta said in the company’s most recent earnings call, noting that both Tapestry and Curio Collections opened more properties in 2023 than in any year before.
Dive Insight:
Conversions accounted for 30% of Hilton’s openings in the fourth quarter of 2023, Nassetta said in the earnings call last month. Hilton’s collection brands — Curio Collection and Tapestry Collection — played a major role.
“Full-service and collection brands represented the large majority of conversions and continue to gain traction with owners,” he said on the call.
Both collection brands are part of Hilton’s rapidly growing lifestyle portfolio. Hotels in the Tapestry Collection, in particular, are selected to “encourag[e] guests to explore the local area, seek their adventurous sides, and create an authentic connection to their destination,” according to Hilton’s website.
The Knoll Hotel Napa Valley features a lobby bar, restaurant, terrace with a hot tub, a fitness center and approximately 1,600 square feet of event space. The property also offers on-site EV charging stations, an amenity hotels are racing to offer as guests increasingly travel in electric cars.
Artwork throughout the hotel was inspired by graphic design from 1976, the year the highest-ever scores were given to Napa Valley vintages.
The lobby bar aims to “bring the outdoors in” with expansive views of the surrounding courtyard. Specimen trees are located throughout the terrace, the focal point of which is a fireplace. Meanwhile, the signature restaurant, Rootstock Kitchen & Tap, offers locally inspired food and drink that leans on seasonal items and wines selected from nearby vineyards.
The hotel also offers pet-friendly rooms, which are more popular than ever following a COVID ownership surge.
