Osterhaus joins Hilton from Graduate Hotels, where, as president, he oversaw all aspects of global operations and marketing for the company’s portfolio, which includes more than 30 properties across the U.S. and the U.S. He has also held leadership roles at Ennismore International, The Hoxton Hotels, SIXTY Hotels and Standard International. Additionally, he played a pivotal role in the Bunkhouse Group’s growth.
“We are excited to welcome Kevin and benefit from his extensive experience in the increasingly important lifestyle category,” said Chris Silcock, president, global brands and commercial services, Hilton. “Kevin will oversee the seamless integration of the Graduate brand into our lifestyle portfolio to ensure we maintain and accelerate what has made Graduate a fan-favorite with guests, as well as lead the strategic vision for all of Hilton’s lifestyle brands.”
Osterhaus said, “Hilton’s lifestyle brands are aspirational, design-led and experiential with authentic points of view reflected in every aspect of the stay. I look forward to building on the category’s success and continuing Hilton’s commitment to pushing the boundaries of what it means to be a lifestyle brand.”
After adding more than 50 new lifestyle hotels and approving another 100 in 2023, Hilton anticipates opening more than 100 new hotels this year across its lifestyle brands. This year will also mark the debut of Hilton’s 400th property in the category.
The Graduate Princeton lobby
The growth will be supported by the addition of the Graduate and NoMad brands. NoMad’s flagship London hotel and more than 30 existing Graduate locations will be available on Hilton’s booking channels later this summer, in addition to new Graduate hotels that will open this year in Princeton, NJ and Auburn, AL.
“As we celebrate the 10th anniversary of Hilton’s entry into the lifestyle segment, we look ahead to even more rapid growth with a powerhouse lineup of brands that will meet the needs of developers and guests alike in some of the world’s most desirable locations,” said Kevin Jacobs, CFO/president, global development, Hilton. “The recent addition of the Graduate and NoMad brands to our lifestyle and luxury lifestyle portfolio will accelerate our growth as we look for more opportunities to deliver the exceptional experiences guests want in the world’s top hotel destinations.”
Andrew Zobler, founder/CEO, Sydell Group, continues to lead the NoMad brand with responsibility for design, branding and hotel management, while Hilton is leading future development. Over the last decade, Zobler and his team have created seven lifestyle brands, including NoMad, The Line, Freehand and The Ned.
Bermudiana Beach Resort, Tapestry Collection by Hilton
Hilton’s portfolio of lifestyle brands includes
Canopy by Hilton: This year, the brand opened its first resort property with Canopy by Hilton Seychelles, with additional resorts planned in Okinawa, Japan; Bozeman, MT; and more. Canopy by Hilton—which celebrates its 10th anniversary this year—signed six new hotels in the first quarter, including two new countries in Greece and Malta, and will debut in Japan this year.
Curio Collection by Hilton: Expanding from 34 countries in 2022 to 40 countries by mid-2024, the brand is celebrating its 10th anniversary with plans to open nearly 30 new properties this year. Keight Hotel Opatija, Curio Collection by Hilton marks the brand’s debut in Croatia and its 40th country milestone. Additional first-in-country entries in 2024 include Grand Hotel Vilnius in Lithuania and Kwetu Nairobi in Kenya; the soon-to-open Zemi Miches All-Inclusive Resort in the Dominican Republic; and nine first-quarter signings in new markets such as Romania, Thailand and Mykonos.
Graduate by Hilton: The brand currently has a portfolio of more than 35 properties open or in the pipeline, with Graduate Princeton and Graduate Auburn scheduled to open this year. With thousands of colleges and universities around the world, the addressable market for the Graduate brand is 400-500 hotels globally.
Motto by Hilton: The brand continues expanding its footprint, most recently debuting in South America with Motto by Hilton Cusco in Peru. The brand is set to be in 10 countries by 2026. Motto by Hilton Hong Kong Soho will debut later this year, and the brand will also expand into Bentonville, AR, in 2024
Tapestry Collection by Hilton: After celebrating its 100th opening in 2023, the brand is now on track to reach its 150th opening this year. With a pipeline of more than 100 properties, Tapestry is expanding in high barrier-to-entry markets in Europe. A number of first-in-country milestones are slated for the brand, with openings planned in Thailand, Paraguay and Turkey. Later this year, the first Hilton in Bermuda will open with Bermudiana Beach Resort, Tapestry Collection by Hilton.
Tempo by Hilton: The brand is expanding its footprint with recent and upcoming openings in New York’s Times Square, Nashville, Louisville and Raleigh, and expects to have approximately 30 hotels open by 2026.
