Fresh off purchasing the Graduate Hotels and NoMad brands, Hilton said it plans to double its lifestyle portfolio to 700 hotels within the next four years.
Hilton expects to open 100-plus lifestyle properties this year alone. The company's lifestyle brands are Canopy, Motto, Tempo, Curio Collection, Tapestry Collection, Graduate and NoMad.
Hilton's acquisitions of Graduate Hotels and NoMad will boost the planned growth. Over 30 existing Graduate hotels will join Hilton's distribution channels this summer, including new properties in Princeton, New Jersey, and Auburn, Alabama. NoMad's London flagship will be bookable through Hilton later this year.
Concurrently, Hilton has tapped Graduate Hotels president Kevin Osterhaus to serve as the company's president of global lifestyle brands. Prior to helming Graduate, Osterhaus had held leadership roles with Ennismore International, Hoxton Hotels, Sixty Hotels and Standard International.
Chris Silcock, Hilton's president of global brands and commercial services, said that Osterhaus will oversee the integration of the Graduate brand into Hilton's lifestyle portfolio and "lead the strategic vision for all of Hilton's lifestyle brands."