The Bermudiana Beach Resort, Tapestry Collection by Hilton, will open later this year. Photo Credit: 2024 Hilton
Hilton plans to double its lifestyle hotel portfolio to 700 properties by 2028, driven by strong guest and owner demand. With nearly 350 lifestyle hotels currently, the recent acquisitions of the Graduate Hotels and NoMad brands will significantly boost Hilton's growth in this segment.
In 2023, Hilton added 50 new lifestyle hotels and approved another 100. This year, Hilton will open more than 100 new lifestyle properties, including the debut of its 400th lifestyle hotel. Key new additions will include the debut of new Graduate Hotels in Princeton, N.J., and Auburn, Ala., this year, as well as the existing flagship NoMad hotel in London.
New Leadership for Lifestyle Brands
Kevin Osterhaus Photo Credit: 2024 HiltonHilton has appointed Kevin Osterhaus as president, Global Lifestyle Brands. Formerly with Graduate Hotels, Osterhaus brings extensive hospitality experience and will lead the integration of Graduate Hotels into Hilton’s portfolio and oversee all of the company's lifestyle brands, including Canopy by Hilton, Curio Collection by Hilton and Motto by Hilton.
Expansion of NoMad Brand
Hilton will expand the NoMad luxury lifestyle brand, known for its F&B offerings, design and service, beyond its London flagship to other high-end global markets. Sydell Group, led by founder and CEO Andrew Zobler, will continue managing NoMad's design and branding while Hilton oversees development.
Hilton Lifestyle Brands Highlights and Milestones
- Canopy by Hilton: Celebrating its 10th anniversary, Canopy by Hilton offers locally inspired boutique experiences. The brand opened its first resort property, Canopy by Hilton Seychelles, and is planning new hotels in Japan and Montana.
- Curio Collection by Hilton: Offering unique experiences in sought-after destinations, Hilton's Curio Collection will have expanded into 40 countries by mid-2024, with new properties expected in Croatia, Lithuania, Kenya and the Dominican Republic.
- Graduate by Hilton: Known for its collegiate charm and localized experiences, the Graduate brand currently has a portfolio of more than 35 hotels open or in the pipeline. Hilton expects that to grow to 400 to 500 properties globally.
- Motto by Hilton: Featuring flexible spaces and locally inspired design, Motto by Hilton recently debuted in South America and promises openings this year in Hong Kong and Bentonville, Ark.
- Tapestry Collection by Hilton: With a strong pipeline of more than 100 properties, Tapestry Collection boasts elevated design elements and regional food-and-beverage offerings. The brand is expanding into Europe, with more openings planned in Thailand, Paraguay and Turkey. The first Hilton in Bermuda — the Bermudiana Beach Resort, Tapestry Collection, will debut in Bermuda later this year.
- Tempo by Hilton: Tailored for active travelers, Tempo by Hilton is expanding with new openings in New York’s Times Square; Nashville; Louisville, Ky.; and Raleigh, N.C., aiming for 30 hotels by 2026.