[3] Prior to announcing the Canopy brand in October 2014,[4] Hilton conducted several years of research and consumer testing by surveying more than 9,000 American, British, and Chinese travelers to help shape the concept.

Though Hilton did not admit to any wrongdoing, the company agreed to a payment to Starwood and to delay the brand's launch by two years.

[12] Hilton's goal is to have 100 properties open or in development in both major metropolitan areas and mid-size cities within five years of the brand's launch.

[16] Employees are called "enthusiasts" and beds have a "canopy" created by a grey headboard that reaches to the ceiling and overhangs.

[4][18] In November 2014, Hilton Worldwide built two Canopy model rooms at its headquarters in McLean, Virginia, and showcased them to media and press.