Hilton is expecting to double the company’s lifestyle portfolio to 700 properties within the next four years in a major expansion of the company’s fast-growing category.

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, according to Hilton Chief Financial Officer and President of Global Development, Kevin Jacobs.

Hilton’s growth in the lifestyle category was a key talking point at the NYU International Hospitality Industry Investment Conference in New York this week (3-5 Jun) and is a huge jump from the current portfolio of 350 properties now.

After adding more than 50 new lifestyle hotels and approving another 100 in 2023, Jacobs said 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 localised travel experiences.

This year will also mark the debut of Hilton’s 400th property in the category and 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.

“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,” Jacobs said.

“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,” he said.

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 travellers 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.

James Wilkinson

Editor-In-Chief, Hotel Management