Skip to content
Search

Latest Stories

Hilton to double lifestyle portfolio to 700 hotels in four years

The company debuted its 400th lifestyle property this year; Osterhaus named president

Hilton to double lifestyle portfolio to 700 hotels in four years

HILTON WORDLWIDE HOLDINGS aims to double its 350 lifestyle hotels by 2028, planning to add 350 more within four years, including 100 this year. Also, the company appointed Kevin Osterhaus as president of global lifestyle brands to oversee the growth, design, and development of Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton and Tempo by Hilton.

The growth will be supported by the addition of the Graduate and NoMad brands, Hilton said in a statement. The company added more than 50 new lifestyle hotels and approved another 100 in 2023. Additionally, this year will mark the debut of Hilton’s 400th property in this category.


“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 lineup of brands that will meet the needs of developers and guests alike in some of the world’s most desirable locations,” said Kevin Jacobs, Hilton’s chief financial officer and president, global development. “The recent addition of the Graduate and NoMad brands to our lifestyle and luxury lifestyle portfolio will accelerate our growth as we look for more opportunities to deliver the exceptional experiences guests want in the world’s top hotel destinations.”

Andrew Zobler, founder and CEO of Sydell Group, will lead the NoMad brand, overseeing design, branding, and hotel management, while Hilton leads future development, Hilton said. Over the past decade, Zobler and his team have created seven lifestyle brands, including NoMad, The Line, Freehand and The Ned.

NoMad’s flagship London hotel and more than 30 existing Graduate locations will be available on Hilton’s booking channels later this summer, the statement said. New Graduate hotels will also open this year in Princeton, New Jersey, and Auburn, Alabama.

Osterhaus to lead Hilton's lifestyle brands

Kevin Osterhaus Kevin Osterhaus

Osterhaus recently joined Hilton from Graduate Hotels, where he oversaw global operations and marketing for more than 30 U.S. properties, the statement said. He also held leadership roles at Ennismore International, The Hoxton Hotels, SIXTY Hotels, and Standard International, and played key role in the Bunkhouse Group’s growth.

“We are excited to welcome Kevin and benefit from his extensive experience in the increasingly important lifestyle category,” said Chris Silcock, Hilton’s president, global brands and commercial services, Hilton. “Kevin will oversee the seamless integration of the Graduate brand into our lifestyle portfolio to ensure we maintain and accelerate what has made Graduate a fan-favorite with guests, as well as lead the strategic vision for all of Hilton’s lifestyle brands.”

“Hilton’s lifestyle brands are aspirational, design-led and experiential with authentic points of view reflected in every aspect of the stay,” said Osterhaus. “I look forward to building on the category’s success and continuing Hilton’s commitment to pushing the boundaries of what it means to be a lifestyle brand.”

Lifestyle portfolio expansion

Canopy by Hilton

Canopy by Hilton scaled

Recently opened its first resort property in Seychelles, with more resorts planned in Okinawa, Japan; Bozeman, Montana; and beyond. Celebrating its 10th anniversary, the brand signed six new hotels in the first quarter, expanding into Greece and Malta, and will debut in Japan this year.

                                                                     Curio Collection by Hilton 

Curio Collection by Hilton scaled

Expanding from 34 countries in 2022 to 40 by mid-2024, Curio Collection by Hilton celebrates its 10th anniversary with plans to open nearly 30 new properties this year.

Graduate by Hilton

Graduate by Hilton scaled

Has more than 35 properties operational or in development, with Graduate Princeton and Graduate Auburn set to open this year. The brand aims for a global reach of 400-500 hotels.

                                                                     

                                                                                 Motto by Hilton

Motto by Hilton scaled

Made its South American debut with Motto by Hilton Cusco in Peru. The brand aims to be present in 10 countries by 2026. Motto by Hilton Hong Kong Soho will launch later this year, with expansion into Bentonville, Arkansas, slated for 2024.

Tapestry Collection by Hilton

Tapestry Collection by Hilton scaled

After celebrating its 100th opening in 2023, the brand is on track to reach its 150th this year. With more than 100 properties in the pipeline, Tapestry is expanding in Europe and entering new markets in Thailand, Paraguay, and Turkey. Bermudiana Beach Resort will open later this year as the first Hilton in Bermuda.

                                                                                                      Tempo by Hilton

Tempo by Hilton Nashville Lobby scaled

Expanding with recent and upcoming openings in New York’s Times Square, Nashville, Louisville, and Raleigh, aiming for around 30 hotels by 2026.

Hilton recently reported a $268 million net income in the first quarter of 2024, with system-wide comparable RevPAR up 2 percent from the corresponding quarter in 2023. The company's fee-based model and robust development efforts fueled performance, showing strong progress in signings, starts, and openings, indicating a solid pipeline.

More for you

AAHOA, Bridge launch AAHOALending.com

AAHOA, Bridge launch AAHOALending.com

AAHOA AND BRIDGE launched AAHOALending.com, a digital lending platform focused on hospitality. It offers AAHOA members access to more than 150 lenders, with plans to add more regularly, while allowing users to compare financing options, find the best rates and secure funding.

Bridge, led by Cofounder and CEO Rohit Mathur, has been named a Club Blue Industry Partner, the highest level in AAHOA’s program, with only 12 of its 300 partners qualifying, the duo said in a joint statement.

Keep ReadingShow less
HWIC joins WHLA to support industry women

HWIC joins WHLA to support industry women

THE HOSPITALITY WOMEN’S Innovation Council recently joined as the 34th member of the Women in Hospitality Leadership Alliance to support women and underserved communities across the industry. The council will encourage women to take part in the messaging, programs and initiatives shared by all WHLA groups.

WHLA was founded in 2021 as a consortium of organizations working to advance women in hospitality.

Keep ReadingShow less
CJ Media WHLA media training event for women in 2025

CJ Media, WHLA launch media training for women in hospitality

CJ Media & WHLA Empower Women with Media Training in 2025

CJ MEDIA SOLUTIONS LLC and the Women in Hospitality Leadership Alliance will provide quarterly media training to help advance women in hospitality. The program, offered to the alliance’s participating organizations, will draw on experienced media and PR professionals to deliver guidance across interviews, video, podcasts and live panels.

Each session will be archived for alliance members to access anytime, the duo said in a statement.

Keep ReadingShow less
Choice Hotels MasteryX 2025 Hack-a-Thon competition in Scottsdale

Choice hosts 10th MasteryX summit in Scottsdale, AZ

Choice Hotels MasteryX 2025: Driving Tech Innovation in Scottsdale

CHOICE HOTELS INTERNATIONAL kicked off its 10th annual MasteryX tech summit in Scottsdale, Arizona. Around 650 associates are attending the week-long event to explore technologies and address real-world challenges through workshops, competitions and knowledge-sharing sessions focused on helping hotel owners increase revenue, reduce costs and improve efficiency.

Choice technologists will examine how artificial intelligence, quantum computing and other technologies can support business intelligence, cyber security, on-property operations and the scaling of the company’s tools and systems, Choice said in a statement.

Keep ReadingShow less