Hilton plans to double its lifestyle hotel count in 4 years
Lifestyle hotels are a booming business at Hilton.
With a current lifestyle hotel count of 350, the hotel giant plans to open another 350 lifestyle hotels by 2028 — with 100 of those openings happening this year alone, Hilton announced Monday morning.
Hilton might have seemed to focus on more affordable segments of the market in recent years with the brand launches of the premium economy Spark and extended-stay LivSmart Studios. But the company more recently showed its interest in lifestyle hotels with the addition of the Graduate and NoMad brands to its lineup. Other Hilton lifestyle brands include Canopy by Hilton, Curio Collection by Hilton, Tapestry Collection by Hilton, Motto by Hilton and Tempo by Hilton.
"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," Kevin Jacobs, Hilton's chief financial officer and president of global development, said in a prepared statement. "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."
Lifestyle hotels have become the industry's evolution of the boutique hotel. Whereas boutique hotels in their heyday were often intimidating spaces with dim lights and impossible-to-get-into bars and restaurants, lifestyle hotels are more about embracing the surrounding neighborhood. Leaders at brands like Accor describe lifestyle hotels as ones that earn as much as half their revenue off bars and restaurants.
Hilton's push into lifestyle hotels comes with a new head of the division: Kevin Osterhaus, previously the president of Graduate Hotels, will now be the president of Hilton's global lifestyle brands. Osterhaus has significant experience in lifestyle hotels, having held leadership roles at Ennismore International, The Hoxton Hotels, Sixty Hotels and Standard International.
Based on property count, the Hilton lifestyle brands that travelers and Hilton Honors members are likely most familiar with are the Curio and Tapestry collections. But don't discount Graduate: The lifestyle hotel brand geared toward college and university towns and cities could grow to as many as 500 hotels.
Hilton is also on track to compete head-to-head with Marriott's Edition brand with NoMad, a luxury lifestyle hotel brand targeting "high-end markets" around the world. Hilton leaders have previously indicated NoMad could eventually grow to 100 hotels.
"Hilton's lifestyle brands are aspirational, design-led, and experiential with authentic points of view reflected in every aspect of the stay," Osterhaus said in a statement. "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."
Related reading:
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.