Franchise agreement gives 23-hotel Yotel brand access to
Hilton’s distribution engine as it tries to triple in size.
MCLEAN, Virginia, and LONDON – The bolt-on formula is at work again as Hilton has made a
franchise agreement with the tech-forward, 23-unit Yotel brand to become the
first brand in its newly established Select by Hilton network.
Yotel, with its quirky “cabin’ guestrooms, will continue to
independently manage and license its brand at 23 hotels across 10 countries,
with a stated goal of more than tripling its portfolio in the coming years.
Brands that join Select by Hilton will retain their own
identity and brand management while they connect to the Hilton Honors loyalty,
distribution and technology platforms.

Yotel’s relationship with Hilton allows us to expand our reach while staying true to who we are. What changes for Yotel is access – not identity – in a capital-light, and scalable way.
Phil Andreopoulos
Hilton said the deal expands its network in the lifestyle
space in a manner consistent with its proven asset-light model.
Launched in London in 2007, Yotel can be found in gateway
markets such as New York, Tokyo, Amsterdam, Glasgow and Singapore.
Yotel has 24 three divisions — a majority in its Yotel
brand, five in its Yotelair brand and three in its Yotelpad brand.
“The addition of Yotel to Hilton’s network is the latest
example of our commitment to capital efficient growth through a relationship
that is both complementary to our existing brand portfolio and offers guests
thoughtfully designed, sleek new ways to stay with Hilton in key urban locations
around the world,” said Christian Charnaux, executive vice president and chief
development officer, Hilton. “This agreement further strengthens our
network effect by connecting a beloved independent brand like Yotel into the
powerful Hilton Honors network and commercial distribution system, while
preserving what makes the brand unique.”
Yotel CEO Phil Andreopoulos added, “Hilton brings unmatched
global distribution and loyalty scale to our brand and business. Yotel’s relationship
with Hilton allows us to expand our reach while staying true to who we are.
What changes for Yotel is access – not identity – in a capital-light, and
scalable way.”
Last September, Yotel named former Marriott International Chief
Commercial Officer for EMEA Andreopoulos as CEO to direct plans to double
its global hotel portfolio to 15,000 rooms by 2030.
Kuwait City-based Al-Bahar Group increased its stake in
Yotel from 60% to more than 95% last April. A controlled affiliate of Starwood
Capital previously owned that stake.