Hilton is ramping up its lifestyle hotel offerings across Europe, the Middle East, and Africa (EMEA), aiming for over 200 properties. The company has crossed the milestone of 100 lifestyle hotels in operation, with another 100 in development.
New brands are entering the market, like Motto by Hilton in France and Tapestry Collection by Hilton in Germany. These brands cater to the growing demand for unique and experience-focused stays.
Exciting Hotel Openings
In Paris, Motto by Hilton La Villette is set to launch in 2028. This hotel will feature smart room layouts and inviting communal areas for dining and socializing. Similarly, in Saint-Tropez, the Tapestry Collection will introduce Hotel Ventura in 2026, offering 97 leisure-focused rooms with stunning balconies.
Further south, Quiete Taormina Naxos will welcome guests to Giardini Naxos in summer 2026. This hotel will include dining options, pools, and wellness facilities, appealing to both vacationers and groups.
Urban Expansion
Germany will see its first Tapestry Collection hotel in Cologne by 2027, featuring 183 rooms and a range of amenities near cultural landmarks. A new Tapestry Collection hotel is also in the works for Cork, blending regular and extended-stay options.
In the UK, the historic New Continental Plymouth will join the Tapestry portfolio after renovations, providing modern comforts with a classic touch.
Growth in Lifestyle Brands
Hilton’s lifestyle segment has grown significantly, powered by Curio Collection and Tapestry Collection. These brands thrive through conversions and partnerships with independent hotels. Canopy by Hilton continues expanding in urban centers, while Tempo by Hilton, launched in 2025, has quickly built a future pipeline, particularly in the Middle East.
The company recently partnered with YOTEL to better meet evolving customer preferences in the lifestyle and select-service market.
Industry Perspective
The hospitality industry is leaning towards lifestyle concepts that blend local flavor with global reach. According to Simon Vincent, Hilton’s executive vice president, these brands are crucial for future growth. He anticipates Hilton’s presence will more than double in the coming years.
As travelers increasingly seek personalized experiences, Hilton’s strategy reflects this trend, making the lifestyle segment pivotal in the EMEA region.
For more information, you can check Hilton’s official website.
