Hilton is looking to double its presence in the lifestyle segment over the next four years. The company already has 350 lifestyle hotels and is preparing to add 350 more to its portfolio by 2028.
The past few months have seen Hilton strengthening its presence in the lifestyle segment through new deals, including the acquisition of NoMad in April following the acquisition of Graduate Hotels in March for $210 million. The additions of these brands, coupled with the appointment of a new global lifestyle president, will help the company strengthen its presence in the lifestyle segment, Hilton said in a statement.
In 2023, over 50 new lifestyle hotels joined Hilton’s collection and another 100 were approved. This year, Hilton aims to add more than 100 new hotels under its lifestyle brands. This year also marks the launch of Hilton’s 400th property in the lifestyle segment.
The addition of Graduate and NoMad brands will also help Hilton accelerate its growth in the segment. NoMad’s flagship hotel in London and more than 30 existing Graduate hotels will be available on Hilton’s booking platforms later this summer, along with the new Graduate hotels which will open later this year in Princeton, N.J. and Auburn, Ala.
“As we celebrate the 10th anniversary of Hilton’s entry into the lifestyle segment, we look ahead to even more rapid growth with a powerhouse line-up of brands that will meet the needs of developers and guests alike in some of the world’s most desirable locations,” said Kevin Jacobs, CFO and president, global development, Hilton.
NOMAD
Earlier this year, Hilton acquired a controlling interest in Sydell Group, which will enable the lodging company to expand NoMad to around 100 hotels from its existing London flagship property. The deal is significant for Hilton as it helped the company to dip its toes into the coveted luxury lifestyle hotel space.
Andrew Zobler, founder and CEO of Sydell Group, continues to spearhead NoMad and is in charge of design, branding and hotel management, while Hilton leads future development. Over the past 10 years, Zobler and his team have developed seven lifestyle brands, including NoMad, The Line, Freehand and The Ned.
NEW APPOINTMENT
Hilton has welcomed Kevin Osterhaus as president, global lifestyle brands to helm the growth, design and development of the Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton and Tempo by Hilton brands. He will oversee the integration of the Graduate brand into Hilton’s lifestyle portfolio and lead the strategic vision for all of Hilton’s lifestyle brands.
Prior to his new position, Osterhaus served as president for Graduate Hotels where he was responsible for all aspects of global operations and marketing for the company’s portfolio, which included over 30 properties in the U.S. and the U.K. His past roles include leadership roles Ennismore International, The Hoxton Hotels, SIXTY Hotels, and Standard International. Additionally, he played a key role in the growth of Bunkhouse Group.
Hilton’s collection of lifestyle brands now includes:
- Canopy by Hilton: Entering into its 10th year in 2024, the brand has signed six new hotels in the first quarter, including debuting in Japan, Greece and Malta. The brand launched its first resort this year, with the Canopy by Hilton Seychelles. The brand will expand into more high-value leisure destinations, with resorts planned in Okinawa, Japan and Bozeman, Mont.
- Curio Collection by Hilton: The brand has grown from 34 countries in 2022 to 40 this year. Also celebrating its 10th year milestone, the brand will be opening roughly 30 new hotels this year. Keight Hotel Opatija, Curio Collection by Hilton will see the brand debut in Croatia and achieve its 40th country milestone.
- Graduate by Hilton: The addition of this brand blends collegiate charm and nostalgia, aiming for key customer segments which are keen to explore local travel experiences. The brand currently has 35 properties open or in the pipeline.
- Motto by Hilton: The brand’s hotels feature flexible spaces and design inspired by the location. The brand continues to widen its presence and recently ventured into the South American market with Motto by Hilton Cusco. This year, the brand will debut in Asia with the Motto by Hilton Hong Kong Soho and also expand into Bentonville, Ark.
- Tapestry Collection by Hilton: After achieving its 100th property milestone in 2023, the brand is looking to open its 150th hotel this year. With a pipeline of over 100 properties, the brand is aiming to expand into the independent hotel sector and enter newer markets, especially through conversions. The brand is growing into high barrier-to-entry markets in Europe. Future Tapestry Collection openings include locations in Thailand, Paraguay and Turkey. The upcoming opening of Bermudiana Beach Resort, Tapestry Collection by Hilton this year will mark Hilton’s debut in Bermuda.
- Tempo by Hilton: The brand is expanding its presence with upcoming openings in Times Square, Nashville, Louisville and Raleigh, and is targeting to have around 30 hotels open by 2026.