Hilton Set to Double Lifestyle Portfolio to 700 Hotels

With nearly 350 existing lifestyle hotels and another 350 expected to join the portfolio by 2028, Hilton is set to double its presence in the fast-growing lifestyle category in the next four years.

The recent addition of Graduate Hotels and NoMad to Hilton’s portfolio, coupled with increasing guest and owner demand, has positioned the company to further accelerate lifestyle category growth.  

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, each designed to meet the increased enthusiasm from guests for distinct and localized travel experiences. This year will also mark the debut of Hilton’s 400th property in the category. 

The accelerated growth will be supported by the addition of the Graduate and NoMad brands. NoMad’s flagship London hotel and more than 30 existing Graduate locations will be available on Hilton’s booking channels later this summer, in addition to new Graduate hotels that will open this year in Princeton, N.J. and Auburn, Ala. 

NoMad to Drive Luxury Lifestyle Category Growth 

Earlier this year, Hilton announced plans to expand the NoMad luxury lifestyle brand from its existing London flagship location to high-end markets around the world.

NoMad, a meticulously designed brand defined by exceptional food and beverage, captivating interior design and exemplary service, will bring Hilton travelers a new sophisticated option for luxury stays in some of the world’s greatest locations.  

Andrew Zobler, founder and CEO, Sydell Group, continues to lead the NoMad brand with responsibility for design, branding and hotel management while Hilton is leading future development.

Over the last decade, Zobler and his team have created seven dynamic lifestyle brands, with award-winning hotel concepts including NoMad, The Line, Freehand and The Ned. Sydell will be responsible for design, branding and management of the NoMad brand while Hilton will lead all development. 

Hilton Introduces New Global Lifestyle President 

Hilton also has appointed Kevin Osterhaus as president, global lifestyle brands to steward the growth, design and development of the Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton, and Tempo by Hilton brands.  

Osterhaus joins Hilton from Graduate Hotels, where, as president, he oversaw all aspects of global operations and marketing for the company’s portfolio, which includes more than 30 properties across the United States and the United Kingdom.

Kevin developed his expertise in creating memorable guest experiences through his extensive background in the hospitality industry marked by leadership roles at Ennismore International, The Hoxton Hotels, SIXTY Hotels, and Standard International. Additionally, he played a pivotal role in the Bunkhouse Group's growth. 

Hilton’s growing portfolio of lifestyle brands now includes Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton, and Tempo by Hilton.