Hilton Worldwide has launched its 14th hotel brand, the Tapestry Collection, which is targeted at the independent upscale sector.

Becoming the company’s second “collection” following Curio, the new brand aims to take advantage of the growing appetite among hoteliers to retain their independent branding while harnessing the reach and support of Hilton’s global network. It also taps into the consumer demand for non-branded hotels.

According to the company, each Tapestry Collection hotel will “maintain its individual spirit, offering guests an experience that is approachable and familiar as well as different from other hotels”.

“The launch of Tapestry Collection… extends Hilton’s proven growth strategy, which focuses on developing clearly-defined brands organically to grow our global footprint, create more hotel options for existing guests and attract new guests,” said Christopher J. Nassetta, Hilton’s president & CEO.

“Tapestry Collection by Hilton will enable us to provide the best of both worlds to travellers who are looking for an independent hotel experience but also want the consistency and reassurance they expect from Hilton.”

Seven hotels have signed letters of intent to join the collection, all of which are located in the US. A further 35 deals are in progress, and the first Tapestry Collection property is expected to launch by the third quarter of 2017.

In terms of brand position, the Tapestry Collection will sit in the upscale segment, just below Curio, which launched in 2014. There are currently more than 30 Curio hotels open across seven countries with another 45 in the pipeline.

Bobby Bowers, senior vice president of operations for hotel analysts STR, said the sheer size of the upscale independent hotel market – more than 15,000 hotels globally – bodes well for the new brand.

“Considering the size of the market, Tapestry Collection by Hilton should find ample opportunity for conversions well into the future. This move is consistent with Hilton’s strategy of creating and developing original brands that fuel organic growth,” Bowers said.

The launch of Tapestry reflects an earlier move by Starwood, which launched its upscale Tribute Portfolio in 2015 to complement its Luxury Collection.