Hilton Announces Plan to Double Lifestyle Portfolio

By Eugenia Lazaris

Hilton, a world-renowned hospitality brand, has recently announced big plans to expand its portfolio by growing the number of properties in its lifestyle category from 350 to 700 over the next four years. This move includes acquisitions of fan-favorite brands NoMad and Graduate Hotels, both of which are known for their seamless blend of luxury and distinct style. They will join Hilton’s ever-growing lifestyle portfolio which also includes Canopy, Motto, Tempo, the Curio Collection and the Tapestry Collection.

Lifestyle hotels blend the personality of a boutique-style hotel with the affordability and reliability of a chain brand, giving guests the chance to enjoy the consistent quality a company like Hilton offers but without the cookie-cutter experience. Properties offer localized experiences with quirky touches that give guests a more authentic experience when visiting a destination. In recent years they have been popping up across the globe and the trend has proven to be successful for big players in the hospitality industry like Hilton, which entered the lifestyle category ten years ago. The company made this decision to expand further in response to high customer demand for more unique hotel experiences.

 

 

As part of this move to expand their lifestyle portfolio, Hilton has appointed a new Global Lifestyle President, Kevin Osterhaus, who will be responsible not only for integrating the Graduate properties into the Hilton lineup, but also for leading the growth, design and development of all of Hilton’s lifestyle brands.

Osterhaus joins the company following a role as president at Graduate Hotels, a lifestyle brand which focuses on properties in college towns. “Hilton’s lifestyle brands are aspirational, design-led, and experiential with authentic points of view reflected in every aspect of the stay,” said 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 lifestyle portfolio already includes 350 properties spanning the globe, with another 350 on the way by 2028. Fifty properties were added in 2023 and the company is expecting to open another 100 this year. In the coming four years we can expect to see lifestyle brand openings that include Canopy by Hilton properties in Greece, Malta and Japan, along with Curio Collection by Hilton properties in Lithuania, the Dominican Republic and Mykonos.

Motto by Hilton plans to open properties in Hong Kong and Arkansas later this year and the Tapestry Collection by Hilton anticipates openings in Türkiye, Paraguay and Bermuda. Each brand will bring its own unique style and local flair, contributing to Hilton’s global presence as a leader in lifestyle hospitality.