Hilton sets eyes on 700 lifestyle hotels by 2028

Hilton has appointed a new global lifestyle president as it prepares to double its portfolio of lifestyle hotels to 700 over the next four years following a rise in demand.

 

Kevin Osterhaus joins Hilton from Graduate hotels, where he was president. The hotel group was incorporated into Hilton’s wider collection earlier this year, marking Hilton’s first brand acquisition in 25 years.

 

Osterhaus was previously at Ennismore International as well as Hoxton hotels, Sixty hotels and Standard International.

 

Hilton has further strengthened its lifestyle offering in recent months with the acquisition of the NoMad hotels brand.

 

Andrew Zobler, founder and chief executive of Sydell Group, which owns NoMad, will continue to oversee the brand, while Hilton will lead on development.

 

The pledge comes after analysts noted Hilton is becoming more proactive in the lifestyle segment, in which it was “relatively under-represented” until now.

 

As well as integrating Graduate hotels’ 30-strong portfolio into the wider Hilton business, Osterhaus will be responsible for the growth, design and development of Hilton’s other own-brand lifestyle properties, which include the Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton (pictured), Tapestry Collection by Hilton and Tempo by Hilton brands

 

In 2023, Hilton added more than 50 new lifestyle hotels and approved another 100.

 

This year, the group is due to open 100 more lifestyle properties, which will raise its portfolio to 400 sites.

 

Hilton said the Graduate brand alone has potential to reach 400 to 500 hotels globally.

 

Kevin Jacobs, chief financial officer and president of global development at Hilton, said: “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.” 

 

Hilton was founded in 1919 and operates 23 brands across 126 countries and territories.