Hilton has announced plans to double its lifestyle hotel portfolio across Europe, the Middle East and Africa. The company aims to reach a total of 200 trading and pipeline properties in the region. This follows a period where the lifestyle segment has already doubled in size over the last three years. There are currently more than 100 lifestyle hotels trading in EMEA with another 100 projects in the development pipeline.
The growth is supported by seven new signings across Europe. These include the first Motto by Hilton in France and the debut of Tapestry Collection by Hilton in Germany. Simon Vincent, executive vice president and president, EMEA, Hilton, said: “Our Lifestyle and Collection brands continue to be a powerful growth engine for Hilton, combining distinctive, locally rooted experiences with the scale and strength of our platform. 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.”
The new projects include Motto by Hilton Paris La Villette, which is a 153-room new-build scheduled for 2028. In Saint-Tropez, the 97-room Hotel Ventura is expected to open this summer. Italy will see the addition of Quiete Taormina Naxos in 2026, featuring three outdoor pools and a beach club. The German debut in Cologne is set for 2027 and will be located near the city cathedral. Other confirmed locations include Cork City Centre and a refurbished Haussmann-style building in Paris. In the UK, the historic New Continental Plymouth will join the Tapestry Collection in 2027.
Expansion is also continuing through the Curio Collection and Canopy by Hilton brands. The Curio brand has doubled its presence in five years with recent additions like The BoTree London and Hilton’s first cave hotel in Cappadocia. Tapestry Collection has also grown rapidly, recently entering Türkiye and Sub-Saharan Africa. The contemporary Tempo by Hilton brand now has six properties in the pipeline. Hilton recently established an agreement with YOTEL as part of its Select by Hilton brand to address specific customer needs in the lifestyle segment.
