Kevin Osterhaus, former President of Graduate Hotels, will now lead Hilton’s expansion of its lifestyle portfolio, which is set to double to 700 hotels within the next four years.
As of June 6, 2024, Hilton announced its ambitious plan to accelerate growth in its lifestyle hotel segment. The company aims to open over 100 new lifestyle hotels this year alone, with Osterhaus spearheading the expansion as President of Global Lifestyle Brands. Hilton’s lifestyle portfolio includes well-known brands like Canopy, Curio Collection, Motto, Tapestry Collection, and Tempo, along with the newly acquired Graduate and NoMad brands.
Hilton had previously set a goal to double its lifestyle portfolio between 2022 and 2032, but recent brand acquisitions have allowed the company to fast-track this growth. Hilton’s decision to accelerate its lifestyle category expansion reflects its commitment to meeting the increasing demand for design-led, experiential hospitality.
In his new role, Osterhaus will oversee the development and integration of Graduate Hotels into Hilton’s portfolio, while also managing the growth of Hilton’s existing lifestyle brands and the NoMad brand. He expressed excitement about pushing the boundaries of what it means to be a lifestyle brand within Hilton’s portfolio.
Chris Silcock, Hilton’s President of Global Brands and Commercial Services, emphasized that Osterhaus will play a critical role in ensuring the successful integration of the Graduate brand and guiding the strategic vision for all of Hilton’s lifestyle offerings.
Hilton’s recent acquisitions have significantly bolstered its lifestyle portfolio. The purchase of Graduate Hotels for $210 million allows Hilton to enter the stable college town markets. Additionally, Hilton acquired a majority interest in Sydell Group, facilitating the global expansion of the luxury lifestyle brand NoMad.
Hilton’s homegrown lifestyle brands are also rapidly expanding. Tempo by Hilton, which launched its first location in New York City last year, has since opened in Nashville and Louisville, with future locations planned in Raleigh, North Carolina. Motto by Hilton recently opened in Times Square and broke ground in Nashville, while Canopy by Hilton marked its entry into San Francisco.
Curio Collection, another key player in Hilton’s lifestyle segment, celebrated its 150th hotel opening last year and has since added a 245-room resort in Georgia. The Tapestry Collection also continues to grow, with the addition of The Knoll Hotel Napa Valley in California in March.
