Hilton Worldwide on Wednesday launched a new "lifestyle" brand, Canopy by Hilton.

Hilton Worldwide president and CEO Christopher Nassetta in May said the company intended to introduce a lifestyle brand in the upper upscale tier. Canopy will offer free basic Wi-Fi, complimentary breakfast, and "mobile straight-to-room arrival." Targeting key urban neighborhoods, Hilton will develop Canopy through a combination of new construction and conversion projects. The company has 11 signed letters of intent to open Canopy properties in Charlotte; Indianapolis; Ithaca; London; Miami; Nashville; Oklahoma City; Portland, Ore.; Savannah; San Diego and Washington, D.C.