Hilton has announced plans to double its footprint by adding 350 properties in the lifestyle hotel category over the coming four years.
The company notes its recent acquisitions and growing demand have triggered the expansion plan.
Earlier this year, the company announced the acquisition of a controlling interest in Sydell Group earlier this year, aimed at extending the NoMad luxury lifestyle brand globally.
In March, Hilton signed a $210m agreement with AJ Capital to acquire the Graduate Hotels brand, which has more than 35 properties open or in development.
This year, the company aims to open more than 100 new hotels across its lifestyle brands, marking the debut of its 400th property in the category.
This comes following the addition of more than 50 new lifestyle hotels and the approval of another 100 last year.
In a related development, Hilton named Kevin Osterhaus as the president of global lifestyle brands, tasked with overseeing the growth, design, and development of brands.
These brands comprise Canopy by Hilton, Graduate by Hilton, Motto by Hilton, Curio Collection by Hilton, Tapestry Collection by Hilton, and Tempo by Hilton.
Hilton chief financial officer and global development president Kevin Jacobs said: “As we celebrate the tenth 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.”
Canopy by Hilton has launched its first resort property in Seychelles and signed six new hotels in the first quarter, expanding into Greece, Malta, and soon Japan.
Meanwhile, Curio Collection by Hilton has grown to 40 countries by mid-2024, with plans to open nearly 30 new properties this year, including the Keight Hotel Opatija in Croatia.
The brand is also making first-in-country debuts in Lithuania and Kenya in 2024 and has signed nine new properties in markets such as Romania, Thailand, and Mykonos.
In addition, the Motto by Hilton brand aims to reach ten countries by 2026, with upcoming openings in Hong Kong and Bentonville, Arkansas.
Meanwhile, the Tapestry Collection by Hilton is expanding into markets such as Thailand, Paraguay, and Türkiye, with the first Hilton in Bermuda set to open later this year as Bermudiana Beach Resort.
Tempo by Hilton is also rapidly growing, with new openings in Times Square, New York City, and Nashville, and is expected to have around 30 hotels open by 2026.
