“Having surpassed 100 lifestyle hotels trading across EMEA, we expect to more than double our presence in the years ahead. Today’s seven signings, including the first Motto by Hilton in France and Tapestry Collection by Hilton in Germany, reflect both the breadth of opportunity and the strong confidence owners have in Hilton.”
Executive Vice President and President, EMEA, HiltonGlobal hospitality leader Hilton is accelerating its expansion across Europe, the Middle East and Africa (EMEA), with plans to grow its lifestyle portfolio to more than 200 operational and pipeline properties. The announcement follows a period of sustained growth, with the company already surpassing 100 trading lifestyle hotels in the region—positioning the segment as one of Hilton’s most dynamic growth drivers.
The expansion reflects a broader shift in traveller preferences towards experience-led stays, where design, local character, and community integration are becoming central to hospitality offerings.
Lifestyle Segment Gains Strategic Importance
Hilton’s lifestyle and collection brands have more than doubled their presence across EMEA over the past three years, supported by a combination of new-build developments and adaptive reuse projects. These properties span major urban centres, resort destinations, and culturally significant locations, catering to a new generation of travellers seeking immersive and locally inspired experiences.
According to Simon Vincent, Executive Vice President and President, EMEA, the segment continues to demonstrate strong momentum, driven by both owner confidence and evolving guest expectations. He emphasised that the latest wave of signings highlights the flexibility and scalability of Hilton’s lifestyle portfolio across diverse markets.
New Signings and Brand Debuts Across Europe
As part of this growth strategy, Hilton has announced multiple new signings across its lifestyle and collection brands. Notably, Motto by Hilton will make its debut in France with a new development in Paris, while Tapestry Collection by Hilton is set to enter the German market with a property in Cologne.
Additional projects include new openings in key destinations such as Saint-Tropez, Cork, Plymouth, and Paris, each designed to reflect the unique cultural and architectural identity of their locations. These developments underscore Hilton’s strategy of blending global standards with local storytelling, a defining feature of its lifestyle brands.
The expansion of Curio Collection by Hilton further reinforces this approach, with the brand having more than doubled its footprint in EMEA over the past five years. Known for its one-of-a-kind properties, Curio Collection continues to attract owners seeking individuality alongside the benefits of Hilton’s global platform.
Strengthening a Diverse Lifestyle Portfolio
Hilton is also scaling up other lifestyle offerings, including Canopy by Hilton, which now has 32 properties trading or in development across the region. Meanwhile, Tempo by Hilton, introduced to EMEA in 2025, is gaining traction with a growing pipeline, including its Middle East debut in Riyadh.
This multi-brand strategy allows Hilton to cater to a wide spectrum of travellers—from design-conscious urban explorers to long-stay guests and wellness-focused consumers—while maintaining consistency in service delivery.
Loyalty and Strategic Partnerships Driving Growth
A key enabler of Hilton’s expansion is its global loyalty ecosystem, Hilton Honors, which now serves nearly 250 million members worldwide. The programme offers a range of benefits, including points accrual, digital check-in with room selection, and exclusive member discounts, enhancing customer engagement and brand loyalty across its portfolio.
Further strengthening its position in the lifestyle segment, Hilton has entered into an exclusive agreement with YOTELunder its newly launched Select by Hilton platform. This partnership is designed to address evolving traveller needs by offering innovative, design-forward accommodations that bridge the gap between traditional hotels and modern, tech-enabled stays.
Outlook: Capturing the Future of Experiential Travel
Hilton’s ambitious plan to double its lifestyle portfolio in EMEA signals a clear strategic focus on experiential hospitality—one of the fastest-growing segments in the global travel industry. By combining distinctive, locally rooted experiences with the operational strength of a global brand, the company is positioning itself to capitalise on shifting consumer expectations.
As competition intensifies and travellers increasingly prioritise authenticity and personalisation, Hilton’s expanding lifestyle portfolio is set to play a pivotal role in shaping the future of hospitality across the region.
