Hilton aims to double its lifestyle portfolio by 2028

Hilton wants to double its presence in the lifestyle segment over the next four years. The company already owns 350 lifestyle hotels and plans to add another 350 to its portfolio by 2028.

Over the past few months, Hilton has strengthened its presence in the lifestyle sector through new deals, including the acquisition of Nomad following its purchase of Graduate Hotels in April. It was acquired in March for $210 million. In a statement, Hilton said the addition of these brands, along with the appointment of a new president of global lifestyle, will enable the company to strengthen its presence in the lifestyle sector.

More than 50 new lifestyle hotels will join the Hilton collection in 2023, with another 100 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 400 lifestyle hotels.^Number Lifestyle sector real estate.

The addition of the Graduate and Nomad brands will also enable Hilton to accelerate its growth in this area: Nomad’s flagship hotel in London and more than 30 existing Graduate hotels will be available on Hilton’s booking platform later this summer, along with new Graduate hotels opening in Princeton, New Jersey and Auburn, Alabama later this year.

“As Hilton celebrates its 10th anniversary in the lifestyle space, we look forward to continued rapid growth with a strong portfolio of brands that meet the needs of both developers and guests in some of the world’s most desirable locations,” said Kevin Jacobs, Hilton CFO and president, Global Development.

Nomad

Hilton acquired a controlling stake in the Sydell Group earlier this year, allowing the lodging company to expand Nomad to about 100 hotels from its existing flagship hotel in London. The deal is significant for Hilton because it marks the company’s entry into the coveted luxury lifestyle hotel sector.

Sidell Group founder and CEO Andrew Zobler continues to spearhead NoMad, responsible for design, branding and hotel management, while Hilton leads future developments. Over the past decade, Zobler and his team have developed seven lifestyle brands, including NoMad, The Line, Freehand and The Ned.

New Appointments

Hilton has hired Kevin Osterhaus as president, Global Lifestyle Brands to lead 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. Osterhaus 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 role, Osterhaus served as President of Graduate Hotels, responsible for all aspects of global operations and marketing for the company’s portfolio of more than 30 properties across the U.S. and U.K. His previous roles include leadership roles at Ennismore International, The Hoxton Hotels, SIXTY Hotels and Standard International. Additionally, he played a key role in the growth of the Bunkhouse Group.

Hilton’s collection of lifestyle brands currently includes:

• Canopy by Hilton: Celebrating 10 years^Number The brand signed six new hotel deals in the first quarter for 2024, including openings in Japan, Greece and Malta. The brand opened its first resort this year at Canopy by Hilton Seychelles. The brand is expanding into higher-end leisure destinations with resorts planned for Okinawa, Japan and Bozeman, Montana.
• Curio Collection by Hilton: The brand expanded from 34 countries in 2022 to 40 countries this year. It also celebrated its 10th anniversary.^Number In its 10th anniversary year, the brand is on track to open approximately 30 new hotels, including Quito Hotel Opatija, Curio Collection by Hilton, which will mark the brand’s debut in Croatia and its 40th hotel.^Number A turning point for the country.
• Graduate by Hilton: The brand’s addition blends collegiate charm and nostalgia to target a core demographic of customers keen to explore local travel experiences. The brand currently has 35 properties open or in the planning stages.
• Motto by HiltonThe brand’s hotels feature flexible spaces and designs inspired by their locations. The brand continues to expand its presence, most recently entering the South American market with Mott by Hilton Cusco. This year, the brand will make its Asian debut with Mott by Hilton Hong Kong SoHo, as well as expanding into Bentonville, Arkansas.
• Tapestry Collection by HiltonAfter reaching 100^Number The company plans to open its 150th property in 2023.^Number Tapestry Collection will open its first Hilton hotel this year. With more than 100 properties, the brand is looking to expand into the independent hotel sector and enter new markets, particularly through renovations. The brand is growing in European markets where barriers to entry are high. Upcoming Tapestry Collection openings include locations in Thailand, Paraguay and Turkey. Belmudiana Beach Resort, Tapestry Collection by Hilton, due to open this year, will mark its debut in Bermuda.
• Tempo by HiltonThe brand is expanding its presence with upcoming openings in Times Square, Nashville, Louisville and Raleigh, and aims to open approximately 30 hotels by 2026.