Hilton executives Jenna Hackett and Kevin Osterhaus joined Hospitality Investor’s Patrick Whyte at the International Hospitality Investment Forum at NYU and shared insights on Hilton's significant expansion in the lifestyle hotel sector. Jenna highlighted the exponential growth of Hilton’s lifestyle brands, including Canopy, Curio Collection, Tapestry Collection, Tempo, Motto and the newest addition, Graduate. Hilton aims to double its lifestyle portfolio by 2028, reflecting the growing demand for experiential travel.
Kevin discussed the unique value Graduate brings to Hilton's lifestyle platform, emphasizing its strong appeal in university markets. Graduate hotels capture the essence of university towns, resonating with students, alumni, and parents. This focus on local stories and community engagement enriches the Hilton lifestyle experience, making each stay memorable and authentic.
The discussion also covered the diverse customer segments targeted by Hilton’s lifestyle brands. For instance, Graduate caters to university visitors, while brands like Tapestry Collection and Canopy attract travelers seeking location-based experiences in desirable destinations around the world. Motto offers a flexible, micro-hotel experience in city centers, appealing to those seeking the best of the neighborhood. Across all these brands, authenticity and experiential elements are key, with a particular emphasis on local culture, design, and culinary offerings.
Jenna and Kevin also shared exciting upcoming openings. Graduate Princeton is set to open this summer, marking a significant milestone as Graduate integrates into the Hilton system for the upcoming academic year. Additionally, the Curio Collection will expand to its 40th country, and Tapestry Collection will celebrate its 150th hotel opening. Canopy will also see new locations in Nashville and Louisville later this year.
In terms of growth potential, Kevin expressed confidence in the continued success of Graduate within the Hilton portfolio, citing its strong loyal following and the enhanced opportunities for global expansion. Overall, Hilton’s strategic focus on lifestyle brands aims to offer unique, authentic experiences that resonate with modern travelers.
View transcript here.