Hilton bets big on lifestyle category, plans to double hotels in 4 years

Dive Brief:

  • Hilton plans to double its lifestyle portfolio to 700 hotels within the next four years, the company announced Monday. 
  • The hospitality company expects to open more than 100 new lifestyle hotels this year alone and named former Graduate Hotels leader Kevin Osterhaus president of global lifestyle brands to spearhead that growth. Hilton’s lifestyle hotel brands include Canopy, Curio Collection, Motto, Tastery Collection and Tempo, as well as the recently acquired Graduate and NoMad. 
  • Hilton previously said that it would double its lifestyle pipeline in the decade between 2022 and 2032. The new, more ambitious goal accounts for lifestyle brand acquisitions that have “positioned the company to further accelerate lifestyle category growth,” the company detailed in a release. 

Dive Insight:

Hilton added 50 new lifestyle hotels in 2023. That number is expected to be 100 this year, which will also see Hilton’s 400th lifestyle hotel opening. 

Recent acquisitions of the Graduate Hotels and NoMad brands are accelerating Hilton’s lifestyle growth. Graduate’s 30-plus hotels and luxury lifestyle brand NoMad’s London flagship location will be bookable through Hilton channels later this summer, Hilton said. 

In his new role at Hilton, Osterhaus will continue to lead growth, design and development of Graduate, as well as oversee the lifestyle brands Hilton developed in-house and NoMad. 

“Hilton’s lifestyle brands are aspirational, design-led, and experiential with authentic points of view reflected in every aspect of the stay,” said Osterhaus in a statement. “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.” 

Chris Silcock, Hilton’s president of global brands and commercial services, said Osterhaus 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.”

In March, Hilton announced plans to acquire the Graduate brand for $210 million. The move gives Hilton access to college towns, which experts told Hotel Dive are often more stable than other similarly sized markets

And in April, Hilton acquired a majority controlling interest in Sydell Group to expand the luxury lifestyle brand NoMad globally. 

Meanwhile, the hotel company has been rapidly expanding its homegrown lifestyle brands. Tempo by Hilton, the first location of which opened last year in New York City, has since opened in Nashville and Louisville, Kentucky — and announced plans to open in Raleigh, North Carolina

Motto by Hilton opened in Times Square last year and broke ground in Nashville in March. And Canopy by Hilton became Hilton’s first lifestyle hotel in San Francisco when it opened last May. 

As for collection brands, Curio Collection added its 150th hotel last year, and this year opened a 245-room resort in Georgia. Tapestry Collection added The Knoll Hotel Napa Valley in California in March.

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