Hilton double downs on lifestyle portfolio

Hilton acquired Graduate Hotels in March.

Hilton Worldwide will double the number of its lifestyle hotels to 700 by 2028, with newly appointed global lifestyle president Kevin Osterhaus to help oversee the expansion.

Hilton is planning to open more than 100 lifestyle hotels this year, bringing its total to over 400. The announcement follows the recent acquisitions of Graduate Hotels and NoMad Hotels earlier this year adding to the company’s lifestyle brands Canopy, Motto, Tempo, Curio Collection and Tapestry Collection.

Osterhaus was previously president of Graduate Hotels, while Andrew Zobler, founder and CEO of Sydell Group, will lead the NoMad brand.

“Hilton’s lifestyle brands are aspirational, design-led and experiential with authentic points of view reflected in every aspect of the stay,” Osterhaus said.

“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.”

Kevin Jacobs, Hilton’s chief financial officer and president, global development, said the company will continue to look for more opportunities “to deliver the exceptional experiences guests want in the world’s top hotel destinations”.

“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,” he said.