Key Takeaways
- Hilton to double lifestyle hotel portfolio to 700 properties by 2028.
- Strategic acquisitions include Graduate Hotels and NoMad brands.
- Rising demand for unique, localized travel experiences drives expansion.
Hilton is aggressively expanding its lifestyle hotel portfolio, aiming to double its presence in the rapidly growing segment to 700 properties within four years.
The hospitality giant currently operates nearly 350 lifestyle hotels globally. By 2028, it plans to add another 350 lifestyle properties through a combination of new construction and strategic acquisitions.
Hilton’s increased focus on the lifestyle category is driven by rising consumer demand for unique, localized travel experiences as well as strong interest from hotel developers and investors.
“Guests today are enthusiastic about distinct hotel concepts that offer exceptional design, food and beverage offerings, and personalized service,” said Kevin Jacobs, Hilton’s chief financial officer and president of global development. “Our lifestyle brands deliver on that desire while presenting attractive growth opportunities for our owner community.”
Recent Deals Fuel Expansion
Hilton’s lifestyle push gained significant momentum in 2023 through two major brand acquisitions – Graduate Hotels and NoMad.
Graduate Hotels, a collection of over 30 experiential properties primarily located near major U.S. university towns, will begin integrating into Hilton’s distribution channels this summer. The brand also has new openings slated for Princeton, N.J., and Auburn, Ala.
NoMad, an ultra-luxury lifestyle brand, will expand beyond its flagship London hotel into high-end markets worldwide. NoMad properties are renowned for exceptional cuisine, distinctive interior design, and superlative service standards.
Andrew Zobler, founder and CEO of NoMad’s parent firm Sydell Group, will continue overseeing the brand’s design, branding, and operations. Meanwhile, Hilton will spearhead NoMad’s global development efforts.
Dedicated Lifestyle Leadership
To support this strategic growth, Hilton appointed Kevin Osterhaus as president of global lifestyle brands earlier this year. Osterhaus, a 25-year Hilton veteran, will helm the company’s burgeoning lifestyle portfolio spanning 15 brands.
“Hilton’s lifestyle brands are design-led, experiential hospitality concepts with authentic perspectives reflected throughout the guest journey,” stated Osterhaus. “We remain committed to pioneering what defines a true lifestyle brand.”
Accelerating Growth Trajectory
Hilton’s lifestyle expansion is rapidly accelerating. In 2023, the company added over 50 new lifestyle hotels to its system and approved another 100 for development.
This year, Hilton anticipates opening more than 100 additional lifestyle properties, a milestone that will bring its total lifestyle portfolio to 400 hotels.
With rising consumer demand for differentiated stays and investor interest in lifestyle concepts, Hilton is seizing opportunities to scale its offerings and cement leadership in one of the industry’s hottest categories.
