AH-July-2024
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News
08
www.asianhospitality.com
July 2024 | Issue 227
ilton Worldwide Holdings aims
to double its 350 lifestyle hotels
by 2028, planning to add 350
more within four years, including 100
this year. Also, the company appointed
Kevin Osterhaus as president of global
lifestyle brands to oversee the growth,
design, and development of Canopy
by Hilton, Curio Collection by Hilton,
Graduate by Hilton, Motto by Hilton,
Tapestry Collection by Hilton and
Tempo by Hilton.
The growth will be supported by the
addition of the Graduate and NoMad
brands, Hilton said in a statement.
The company added more than 50 new
lifestyle hotels and approved another
100 in 2023. Additionally, this year
will mark the debut of Hilton’s 400th
property in this category.
“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 lineup
of brands that will meet the needs of
developers and guests alike in some of
the world’s most desirable locations,”
said Kevin Jacobs, Hilton’s chief
financial officer and president, global
development. “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.”
Andrew Zobler, founder and CEO
of Sydell Group, will lead the NoMad
brand, overseeing design, branding, and
hotel management, while Hilton leads
future development, Hilton said. Over
the past decade, Zobler and his team
have created seven lifestyle brands,
including NoMad, The Line, Freehand
and The Ned.
NoMad’s flagship London hotel
and more than 30 existing Graduate
locations will be available on Hilton’s
booking channels later this summer, the
statement said. New Graduate hotels
will also open this year in Princeton,
New Jersey, and Auburn, Alabama.
Osterhaus to lead
Hilton's lifestyle brands
Osterhaus recently joined Hilton from
Graduate Hotels, where he oversaw global
operations and marketing for more than
30 U.S. properties, the statement said. He
also held leadership roles at Ennismore
International, The Hoxton Hotels, SIXTY
Hotels, and Standard International, and
played key role in the Bunkhouse Group’s
growth.
“We are excited to welcome Kevin and
benefit from his extensive experience
in the increasingly important lifestyle
category,” said Chris Silcock, Hilton’s
president, global brands and commercial
services, Hilton. “Kevin will oversee the
seamless integration of the Graduate
brand into our lifestyle portfolio to ensure
we maintain and accelerate what has
made Graduate a fan-favorite with guests,
as well as lead the strategic vision for all
of Hilton’s lifestyle brands.”
“Hilton’s lifestyle brands are aspirational,
design-led and experiential with authentic
points of view reflected in every aspect of
the stay,” said Osterhaus. “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.”
Lifestyle portfolio
expansion
Canopy by Hilton: Recently opened
its first resort property in Seychelles,
with more resorts planned in Okinawa,
Japan; Bozeman, Montana; and beyond.
Celebrating its 10th anniversary, the
brand signed six new hotels in the first
quarter, expanding into Greece and
Malta, and will debut in Japan this year.
Curio Collection by Hilton: Expanding
from 34 countries in 2022 to 40 by
mid-2024, Curio Collection by Hilton
celebrates its 10th anniversary with plans
to open nearly 30 new properties this
year.
Graduate by Hilton: Has more than 35
properties operational or in development,
with Graduate Princeton and Graduate
Auburn set to open this year. The brand
aims for a global reach of 400-500 hotels.
Motto by Hilton: Made its South
American debut with Motto by Hilton
Cusco in Peru. The brand aims to be
present in 10 countries by 2026. Motto by
Hilton Hong Kong Soho will launch later
this year, with expansion into Bentonville,
Arkansas, slated for 2024.
Tapestry Collection by Hilton: After
celebrating its 100th opening in 2023,
the brand is on track to reach its 150th
this year. With more than 100 properties
in the pipeline, Tapestry is expanding
in Europe and entering new markets
in Thailand, Paraguay, and Turkey.
Bermudiana Beach Resort will open later
this year as the first Hilton in Bermuda.
Tempo by Hilton: Expanding with
recent and upcoming openings in New
York’s Times Square, Nashville, Louisville,
and Raleigh, aiming for around 30 hotels
by 2026.
Hilton to double lifestyle portfolio
to 700 hotels in four years
The company debuted its 400th lifestyle property this year; Osterhaus named president
Hilton plans to double its
350 lifestyle hotels by 2028,
adding 350 more within four
years, including 100 this
year. Also, Kevin Osterhaus
has been appointed
president of global lifestyle
brands to oversee the
portfolio's growth, design
and development.
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