Hilton: the American ambitions of its lifestyle brands

Hilton is no exception in the hotel world. Like Accor and Hyatt, the American group has made the lifestyle hotel business its own. one of its main areas of development. This is a segment in which the hotelier can count on three brands, all with the "by Hilton" label: Canopy at the top end of the range, Tempo in the mid-range and Motto, a new budget concept featuring hybrid accommodation, with king beds, bunk beds and connecting rooms.

While Hilton has just announced 10 new signings for these three brandsthe American group expects the pipeline of this trio of brands to double over the next decade, with expansion in at least 15 new countries and territories. "The continued growth of Hilton's Lifestyle category is testament to the strength of these brands and how they continue to resonate with customers and owners alike." said Matthew Schuyler, Managing Director of Brands for the Hilton Group.

While Europe is a prime playground for the development of these brands, as demonstrated by the expected opening of a Canopy by Hilton in Cannes in spring 2023, or the forthcoming inauguration of a Motto in Rotterdam, lifestyle brands are setting about expand their presence on the American continent. Canopy, which has 35 locations worldwide and 28 more under development, will open in Nashville in 2024, in a revitalised downtown area, and in the heart of Sioux Falls, with a business hotel featuring 12 meeting rooms.

For its part, Tempo by Hilton, originally developed in the United States, is continuing to roll out its contemporary vision of the hotel industry both in the country's major cities, such as New York, Boston and Seattle, and in secondary destinations such as Irving in Texas or Nashville, where two Tempo by Hilton hotels are expected in 2024. Other developments for 2024 include a hotel in downtown Memphis, a stone's throw from the FedEx Forum, as well as in Myrtle and in the heart of San Diego, the latter two in complexes that also include a long-stay brand, Home2 Suites for the former and Homewood Suites for the latter.

Finally, after the appearance at the end of last year of a Motto in the heart of New York, in the Chelsea districtthe brand will be heading south of the continent to entering Brazil. A double entry even, since in autumn 2024, this innovative concept will appear together in Recife, in the historic centre, and in the heart of Sao Paulo, close to the Museum of Contemporary Art and topped by a rooftop restaurant overlooking Ibirapuera Park.