Hilton Expands Luxury, Lifestyle, and Partnerships
Hilton is opening new doors with an ambitious expansion strategy, unveiling exciting developments in luxury, lifestyle, and strategic partnerships that promise to redefine the guest experience. At a media event in New York City on January 21, Hilton executives shared plans from the 24-brand hotel company, emphasizing their commitment to “bringing warm, enlightened hospitality to every stay and every guest.”
A major focus is on the luxury segment, where Hilton’s five luxury brands—Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, NoMad Hotels, and Signia by Hilton—experienced record-breaking growth in 2024. Thanks to a strategic partnership with Small Luxury Hotels of the World (SLH), hundreds of boutique properties now join Hilton’s direct booking channels, enabling over 200 million Hilton Honors members to earn and redeem points for SLH stays. “Our partnership with SLH has given us an additional 400-plus destinations for our guests to visit,” said Dino Michael, Senior Vice President and Global Head of Hilton Luxury Brands. In 2025, Hilton plans to open at least one luxury hotel every month, with high-profile debuts including the long-awaited reopening of the iconic Waldorf Astoria New York. Restored and reimagined, the flagship property will offer 375 rooms, suites, and residences, alongside signature venues like the Peacock Alley Bar with its curated cocktail program by acclaimed mixologist Jeff Bell, and Lex Yard, the hotel’s signature restaurant.
Hilton is also doubling down on its Lifestyle portfolio. The company aims to expand its six-brand Lifestyle collection—comprising Canopy, Graduate, Curio Collection, Tapestry Collection, Tempo, and Motto—by adding 350 new properties by 2028. Kevin Osterhaus, the newly appointed President of Global Lifestyle Brands, explained that these brands are designed to offer unique, locally inspired experiences with a distinct point of view. Graduate by Hilton properties, for example, celebrate their university-town roots with a blend of history, charm, and pop culture. Recent launches include Graduate by Hilton Princeton and Graduate by Hilton Auburn, with future openings planned in Dallas and Austin.
In addition to new hotel openings, Hilton is forging innovative partnerships to broaden its customer base. The company’s record-breaking growth in 2024, with nearly 973 hotels added, has been bolstered by strategic alliances such as the partnership with AutoCamp. This glamping brand combines outdoor living with boutique hotel experiences in premier adventure destinations like Zion, Yosemite, Joshua Tree, and Cape Cod. Bookable on Hilton’s direct channels, AutoCamp stays offer unique perks for Hilton Honors members, including s’mores kits, firewood bundles, eco-friendly water, and space-available upgrades for Diamond members. Senior Vice President Jenn Chick, Global Head of Loyalty and Customer Growth, believes that partnerships like AutoCamp are vital for attracting a younger generation to Hilton’s offerings.
With its multifaceted expansion, Hilton is not only reinforcing its position in the luxury market but also capturing the growing demand for authentic local experiences through its Lifestyle brands and innovative partnerships. These initiatives are set to enhance guest satisfaction and drive further growth, ensuring that every stay reflects the high standards of hospitality that Hilton is known for. As these plans roll out in 2025 and beyond, Hilton continues to push the boundaries of excellence in the hospitality industry.
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