Hilton Targets 200 Lifestyle Hotels Across EMEA

Hilton Targets 200 Lifestyle Hotels Across EMEA

Hilton has outlined plans to expand its lifestyle portfolio across Europe, the Middle East and Africa (EMEA) to more than 200 trading and pipeline properties. The announcement includes a series of new signings across its lifestyle and collection brands, alongside market entries for Motto by Hilton in France and Tapestry Collection by Hilton in Germany.

The company has now surpassed 100 operational lifestyle hotels across the region, with an additional 100 properties under development. This growth has been driven by a mix of new-build projects and conversions, reflecting increasing owner interest and traveller demand for experience-led hospitality.

Expansion across key European destinations

Among the newly announced developments is Motto by Hilton Paris La Villette in Paris, scheduled to open in 2028. The property will introduce the brand’s design-led, compact accommodation concept to the French market, combining flexible room configurations with social and locally integrated food and beverage spaces.

In Saint-Tropez, Hotel Ventura Saint-Tropez, part of the Tapestry Collection, is expected to open in 2026. The hotel will offer a leisure-focused stay with 97 rooms, many featuring balconies, alongside guest amenities such as a lobby bar, breakfast area and fitness facilities.

Further south in Italy, Quiete Taormina Naxos, located in Giardini Naxos, is set to open in summer 2026. The property will include 103 rooms, multiple dining venues, outdoor pools, spa facilities, landscaped gardens, event spaces and a beach club, catering to both leisure and group segments.

Brand debuts and urban market growth

The Tapestry Collection brand will make its debut in Germany with a centrally located property in Cologne, scheduled for 2027. Positioned near key cultural landmarks, the hotel will offer 183 rooms along with dining and fitness facilities.

Additional projects include a new Tapestry Collection hotel in Cork, which will combine standard and extended-stay accommodation, and Hotel Paris Vaugirard in Paris, set to open following the refurbishment of a historic Haussmann-style building.

In the UK, the New Continental Plymouth in Plymouth will join the Tapestry Collection portfolio. The property, originally built in the 19th century, will undergo renovation and offer guest rooms, meeting facilities and food and beverage outlets.

Continued momentum across lifestyle brands

Hilton’s lifestyle portfolio in EMEA has expanded significantly over recent years, supported by brands such as Curio Collection by Hilton and Tapestry Collection, both of which have seen strong growth through conversions and independent hotel affiliations.

At the same time, Canopy by Hilton continues to expand in key urban neighbourhoods and leisure destinations, while Tempo by Hilton—introduced to the region in 2025—has already established a pipeline of upcoming properties, including developments in the Middle East.

The company’s recent agreement with YOTEL also supports its broader strategy to address evolving customer preferences within the lifestyle and select-service segments.

Industry outlook

Hilton’s expansion reflects a broader shift within the hospitality sector towards lifestyle-driven concepts that combine local identity with global distribution and loyalty platforms. As demand continues to grow for more personalised and experience-focused stays, the lifestyle segment remains a key area of development across EMEA markets.

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.”