Through the recent acquisition of Graduate Hotels and NoMad brands as well as the appointment of a new global lifestyle president, Hilton reasserts its goal to expend on the lifestyle segment.

The group already operates 350 lifestyle hotels and plans to add 350 new lifestyle properties to its portfolio by 2023, thus doubling its presence in the fast-growing lifestyle category in the next four years. The acquisition of Graduate Hotels and NoMad confirms this ambition.

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, such as Canopy, Curio Collection, Motto, Tapestry and Tempo.

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. 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.

Kevin Jacobs, Chief Financial Officer and President, global development, Hilton

NoMad will drive the growth of the group on the luxury lifestyle segment with several openings around the globe while Graduate Hotels will expand in Princeton and Auburn this year. With thousands of colleges and universities around the world, the addressable market for the Graduate brand is 400-500 hotels globally. The brand currently has a portfolio of more than 35 properties open or in the pipeline.

Canopy by Hilton signed 6 new hotels in the first quarter, including two new countries in Greece and Malta, and will debut in Japan this year. Regarding Curio Collection, the brand plans to open nearly 30 new properties this year with debuts several markets such as Croatia, Lithuania, Kenya, Thailand and Mykonos.

After debuting recently in South America, Motto by Hilton is set to be in 10 countries by 2026 with notably its first opening in Asia, Motto by Hilton Hong Kong Soho that will debut in late 2024. Tapestry Collection is now on track to reach its 150th opening this year and has a pipeline of more than 100 properties. The brand is expanding in high barrier-to-entry markets in Europe and will also debut in several markets such as Thailand, Paraguay and Türkiye.

Finally, Tempo by Hilton expects to have approximately 30 hotels open by 2026 with upcoming openings in Times Square, Nashville, Louisville and Raleigh.

To supervise the growth of the group on this market, Kevin Osterhaus was appointed as President, global lifestyle brands. He joins Hilton from Graduate Hotels, where, as president, he oversaw all aspects of global operations and marketing for the company’s portfolio. Kevin Osterhaus developed his expertise through several leadership roles at Ennismore International, The Hoxton Hotels, SIXTY Hotels, and Standard International.

Hilton's lifestyle brands are aspirational, design-led, and experiential with authentic points of view reflected in every aspect of the stay. 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 Osterhaus, President, global lifestyle brands, Hilton