Recent Acquisitions of Graduate Hotels and
NoMad Brands and Appointment of New Global Lifestyle President
Affirm Hilton’s Focus on Lifestyle Category Expansion
With nearly 350 existing lifestyle hotels and another 350
expected to join the portfolio by 2028, Hilton (NYSE: HLT) is set
to double its presence in the fast-growing lifestyle category in
the next four years. The recent addition of Graduate Hotels and
NoMad to Hilton’s portfolio, coupled with increasing guest and
owner demand, has positioned the company to further accelerate
lifestyle category growth.
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The recent addition of Graduate Hotels
and NoMad to Hilton’s portfolio, coupled with increasing guest and
owner demand, has positioned the company to further accelerate
lifestyle and luxury lifestyle category growth. (Photo: Hilton)
After adding more than 50 new lifestyle hotels and approving
another 100 in 2023, Hilton anticipates opening more than 100 new
hotels this year across its lifestyle brands, each designed to meet
the increased enthusiasm from guests for distinct and localized
travel experiences. This year will also mark the debut of Hilton’s
400th property in the category.
The accelerated growth will be supported by the addition of the
Graduate and NoMad brands. NoMad’s flagship London hotel and more
than 30 existing Graduate locations will be available on Hilton’s
booking channels later this summer, in addition to new Graduate
hotels that will open this year in Princeton, N.J. and Auburn,
Ala.
“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 line-up of brands that will meet the needs of developers
and guests alike in some of the world’s most desirable locations,”
said Kevin Jacobs, chief financial officer 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 to deliver
the exceptional experiences guests want in the world’s top hotel
destinations.”
NoMad to Drive Luxury Lifestyle Category Growth Earlier
this year, Hilton announced plans to expand the NoMad luxury
lifestyle brand from its existing London flagship location to
high-end markets around the world. NoMad, a meticulously designed
brand defined by exceptional food and beverage, captivating
interior design and exemplary service, will bring Hilton travelers
a new sophisticated option for luxury stays in some of the world’s
greatest locations.
Andrew Zobler, founder and CEO, Sydell Group, continues to lead
the NoMad brand with responsibility for design, branding and hotel
management while Hilton is leading future development. Over the
last decade, Zobler and his team have created seven dynamic
lifestyle brands, with award-winning hotel concepts including
NoMad, The Line, Freehand and The Ned. Sydell will be responsible
for design, branding and management of the NoMad brand while Hilton
will lead all development.
Hilton Introduces New Global Lifestyle President Hilton
also has appointed Kevin Osterhaus as president, global lifestyle
brands to steward the growth, design and development of the Canopy
by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by
Hilton, Tapestry Collection by Hilton, and Tempo by Hilton
brands.
Osterhaus joins Hilton from Graduate Hotels, where, as
president, he oversaw all aspects of global operations and
marketing for the company’s portfolio, which includes more than 30
properties across the United States and the United Kingdom. Kevin
developed his expertise in creating memorable guest experiences
through his extensive background in the hospitality industry marked
by leadership roles at Ennismore International, The Hoxton Hotels,
SIXTY Hotels, and Standard International. Additionally, he played a
pivotal 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, 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 Kevin Osterhaus, president, global
lifestyle brands, Hilton. “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."
Hilton’s growing portfolio of lifestyle brands now includes:
Canopy by Hilton Blending sophisticated design with
crafted touchpoints that celebrate the best of the neighborhood,
Canopy by Hilton offers an inviting and locally inspired boutique
hotel experience. This year, the brand opened its first resort
property with Canopy by Hilton Seychelles, positioning the brand’s
expansion into high-value leisure destinations with additional
resorts planned in Okinawa, Japan; Bozeman, Montana, and more.
Canopy by Hilton – which celebrates its 10th anniversary in 2024 –
signed six new hotels in the first quarter, including two new
countries in Greece and Malta, and will debut in Japan this
year.
Curio Collection by Hilton Curio Collection by Hilton
provides immersive, one-of-a-kind experiences in the world's most
sought-after destinations. Expanding from 34 countries in 2022 to
40 countries by mid-2024, the brand’s growth highlights its appeal
in diverse markets, offering guests bespoke and elevated adventures
in key urban and resort destinations. Celebrating its 10th
anniversary, the brand plans to open nearly 30 new properties this
year. Keight Hotel Opatija, Curio Collection by Hilton marks the
brand's debut in Croatia and its 40th country milestone. Additional
first-in-country entries in 2024 include Grand Hotel Vilnius in
Lithuania and Kwetu Nairobi in Kenya; the soon-to-open Zemi Miches
All-Inclusive Resort in the Dominican Republic; and nine first
quarter signings in new markets such as Romania, Thailand, and
Mykonos poise the brand for continued growth.
Graduate by Hilton In a strategic move to enhance market
reach and diversify its offerings, Hilton has welcomed Graduate
Hotels into its lifestyle category. This addition brings a unique
blend of collegiate charm and nostalgia, targeting key customer
segments that seek localized travel experiences. The brand
currently has a portfolio of more than 35 properties open or in the
pipeline, with Graduate Princeton and Graduate Auburn scheduled to
open in 2024. With thousands of colleges and universities around
the world, the addressable market for the Graduate brand is 400-500
hotels globally.
Motto by Hilton Featuring flexible spaces and dynamic
design inspired by the location, Motto by Hilton connects guests
and locals to the center of it all. The brand continues expanding
its footprint, most recently debuting in South America with Motto
by Hilton Cusco. With robust expansion plans, Motto by Hilton is
set to be in 10 countries by 2026, further cementing its position
as a global player in the lifestyle hotel segment. As the first
hotel of its kind in Asia, Motto by Hilton Hong Kong Soho will
debut in late 2024 and the brand will also expand into Bentonville,
Arkansas, later this year.
Tapestry Collection by Hilton Each Tapestry Collection by
Hilton property boasts a unique and vibrant personality crafted
through elevated design and locally inspired food and beverage,
offering guests authentic experiences in diverse destinations.
After celebrating its 100th opening in 2023, the brand is now on
track to reach its 150th opening this year. With a strong pipeline
of more than 100 properties, showcasing significant expansion in
the independent hotel segment and market penetration, especially
through conversions, Tapestry is expanding in high barrier-to-entry
markets in Europe where small boutique properties are looking for
an engine to help them grow. A number of first-in-country
milestones are slated for the brand, with openings planned in
Thailand, Paraguay and Türkiye. Later this year, the first Hilton
in Bermuda will open with Bermudiana Beach Resort, Tapestry
Collection by Hilton.
Tempo by Hilton With a stylish, contemporary experience
tailored to the needs of active, ambitious travelers, Tempo by
Hilton features purposefully designed guest rooms, wellness-focused
amenities, and balanced food & beverage options to empower
guests to maintain their routines and thrive. Tempo by Hilton is
rapidly expanding its footprint with recent and upcoming openings
in Times Square, Nashville, Louisville and Raleigh, and expects to
have approximately 30 hotels open by 2026.
To learn more about Hilton’s growing portfolio, visit
stories.hilton.com.
About Hilton Hilton (NYSE: HLT) is a leading global
hospitality company with a portfolio of 24 world-class brands
comprising more than 7,600 properties and nearly 1.2 million rooms
in 126 countries and territories. Dedicated to fulfilling its
founding vision to fill the earth with the light and warmth of
hospitality, Hilton has welcomed over 3 billion guests in its more
than 100-year history, was named the No. 1 World’s Best Workplace
by Great Place to Work and Fortune and has been recognized as a
global leader on the Dow Jones Sustainability Indices for seven
consecutive years. Hilton has introduced industry-leading
technology enhancements to improve the guest experience, including
Digital Key Share, automated complimentary room upgrades and the
ability to book confirmed connecting rooms. Through the
award-winning guest loyalty program Hilton Honors, the nearly 190
million Hilton Honors members who book directly with Hilton can
earn Points for hotel stays and experiences money can't buy. With
the free Hilton Honors app, guests can book their stay, select
their room, check in, unlock their door with a Digital Key and
check out, all from their smartphone. Visit stories.hilton.com for
more information, and connect with Hilton on Facebook, Twitter,
LinkedIn, Instagram and YouTube.
Forward-Looking Statements
This press release contains forward-looking statements within
the meaning of Section 27A of the Securities Act of 1933, as
amended, and Section 21E of the Securities Exchange Act of 1934, as
amended. These statements include, but are not limited to,
statements related to the expectations regarding the performance of
Hilton's business, future financial results, liquidity and capital
resources and other non-historical statements. In some cases, you
can identify these forward-looking statements by the use of words
such as "outlook," "believes," "expects," "forecasts," "potential,"
"continues," "may," "will," "should," "could," "seeks," "projects,"
"predicts," "intends," "plans," "estimates," "anticipates" or the
negative version of these words or other comparable words. Such
forward-looking statements are subject to various risks and
uncertainties including, among others, risks inherent to the
hospitality industry; macroeconomic factors beyond Hilton's
control, such as inflation, changes in interest rates, challenges
due to labor shortages or disputes and supply chain disruptions;
competition for hotel guests and management and franchise
contracts; risks related to doing business with third-party hotel
owners; performance of Hilton's information technology systems;
growth of reservation channels outside of Hilton's system; risks of
doing business outside of the U.S.; risks associated with conflicts
in Eastern Europe and the Middle East and other geopolitical
events; and Hilton's indebtedness. Additional factors that could
cause Hilton's results to differ materially from those described in
the forward-looking statements can be found under the section
entitled "Part I—Item 1A. Risk Factors" of Hilton's Annual Report
on Form 10-K for the fiscal year ended December 31, 2023, which is
filed with the Securities and Exchange Commission (the "SEC") and
is accessible on the SEC's website at www.sec.gov. Accordingly,
there are or will be important factors that could cause actual
outcomes or results to differ materially from those indicated in
these statements. These factors should not be construed as
exhaustive and should be read in conjunction with the other
cautionary statements that are included in this press release and
in Hilton's filings with the SEC. The Company undertakes no
obligation to publicly update or review any forward-looking
statement, whether as a result of new information, future
developments or otherwise, except as required by law.
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Jake Woodley, Jake.Woodley@Hilton.com
Hilton Worldwide (NYSE:HLT)
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Hilton Worldwide (NYSE:HLT)
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