With nearly 350 existing lifestyle hotels and another 350 expected to join the portfolio by 2028, Hilton will 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 last year, 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 as well as the appointment of its new global lifestyle president, Kevin Osterhaus. NoMad’s flagship London, England, 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, New Jersey, and Auburn, Alabama.
Hilton Will Double Lifestyle Category Driven by NoMad Brand
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 known for its food and beverage, 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 of 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.
Hilton Introduces New Global Lifestyle President
Hilton also has appointed Kevin Osterhaus as president of 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. Osterhaus developed his expertise in creating memorable guest experiences through his extensive background in the hospitality industry marked by leadership roles at companies like Ennismore, with offices in New York City, New York, and Louisville, Kentucky; and The Hoxton based in London, England.
“We are excited to welcome Kevin and benefit from his extensive experience in the increasingly important lifestyle category,” says Chris Silcock, president of global brands and commercial services at Hilton, in a prepared statement. “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,” says 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.”
