Hilton doubling lifestyle portfolio in next four years

MCLEAN, Virginia — Fueled by organic growth and M&A, Hilton says it will double its lifestyle portfolio in the next four years.

With nearly 350 existing lifestyle hotels and another 350 expected to join its portfolio by 2028, the company has rapidly expanded its offering in the category, aided by the recent acquisitions of both the Graduate and NoMad brands. 

The Graduate acquisition also brought a new global lifestyle brands president with the appointment of Kevin Osterhaus. Osterhaus was president of Graduate and is tasked with growing the company’s various brands in the category: Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton and Tempo by Hilton brands. 

Hilton added more than 50 new lifestyle hotels last year and approved another 100. The company anticipates opening more than 100 new lifestyle hotels in 2024.

“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, CFO and president, global development, Hilton. “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.”

Hilton also announced the appointment of Kevin Osterhaus as president, global lifestyle brands.  Osterhaus was previously president at Graduate Hotels and has held leadership roles at Ennismore, The Hoxton Hotels, SIXTY Hotels, Standard International and the Bunkhouse Group’s growth.

“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.”

Growing lifestyle brands

Osterhaus will lead Graduate’s integration into the company’s portfolio, which includes more than 30 properties across the U.S. and UK. Graduate will also open new hotels this year in Princeton, New Jersey and Auburn, Alabama. The company currently has a portfolio of more than 35 properties open or in the pipeline and a potential pipeline of 400 to 500 hotels worldwide.

Earlier this year, Hilton announced that it plans to expand the NoMad brand from its existing London flagship location to markets around the world. Andrew Zobler, founder and CEO of Sydell Group, continues to lead the NoMad brand and will be responsible for its design, branding and management, while Hilton will lead all development.

Other lifestyle development news for Hilton:

Canopy by Hilton: This year, the brand opened its first resort property in the Seychelles and plans resorts in Okinawa, Japan and Bozeman, Montana. It signed six new hotels in the first quarter, including two new countries in Greece and Malta.

Curio Collection by Hilton: The brand expanded from 34 countries in 2022 to 40 by mid-2024 and plans to open 30 new properties this year. It will debut in Croatia, Lithuania, Kenya and the Dominican Republic this year and had nine first-quarter signings in new markets.

Motto by Hilton: The brand continues expanding its footprint, and it is scheduled to be in 10 countries by 2026. It recently debuted in South America with a Motto by Hilton Cusco and plans to debut in Hong Kong and Bentonville, Arkansas, later this year.

Tapestry Collection by Hilton: The brand had its 100th opening in 2023 and is now on track to reach its 150th opening this year. It has a pipeline of more than 100 properties and will debut in Thailand, Paraguay, Turkey and Bermuda.

Tempo by Hilton: The brand is rapidly expanding with recent and upcoming openings in Times Square, Nashville, Louisville and Raleigh and expects to have approximately 30 hotels open by 2026.