Hilton doubles lifestyle portfolio in EMEA | News
Hilton plans to expand its lifestyle portfolio to more than 200 trading and pipeline properties across EMEA. As part of this growth, the company has announced multiple new acquisitions across its lifestyle and Collection brand portfolio, including the debut for Motto by Hilton in France and Tapestry Collection by Hilton in Germany.
As owner demand and traveler interest in experience-based stays continues to rise, Hilton has now surpassed 100 lifestyle hotels in EMEA, cementing lifestyle as one of the company’s most dynamic growth segments.
Hilton’s lifestyle portfolio in the region has more than doubled in the past three years, driven by both new construction and conversion opportunities in urban, resort and culturally significant destinations. This growth reflects increasing demand for brands that combine distinctive, locally inspired experiences with the scale, performance and commercial power of Hilton’s global platform.
Building on this momentum, Hilton plans to more than double its lifestyle presence in EMEA with more than 100 additional hotels in development.
Simon Vincent, executive vice president and president, EMEA, Hilton, said: “Our Lifestyle and Collection brands remain a powerful growth driver for Hilton, combining distinctive, locally rooted experiences with the scale and power of our platform. Having surpassed the 100 lifestyle hotels in EMEA, we expect to more than double our presence in the coming years. Today’s seven signings, including the first Motto by Hilton in France and Tapestry Collection by Hilton in Germany, reflect both the scale of the capabilities and the strength of our confidence that owners have in Hilton.”
As part of this continued growth, Hilton is announcing seven new lifestyle additions across Europe. This signing further strengthens Hilton’s presence in the region and highlights the flexibility of its lifestyle portfolio across a wide range of markets and destination types.
Hilton Paris La Villette motto
The hotel marks the debut of the Motto by Hilton brand in France. The new-build hotel with 153 rooms, located directly opposite the Halles de la Villette, is expected to open in 2028. The hotel will embody Motto’s ‘plugged into place’ ethos, combining cleverly designed, flexible guestrooms – including many interconnecting rooms – with socially-focused food and beverage areas created to be part of the local scene. Anchored by an original bar and restaurant concept and designed to promote connection throughout the day, the hotel offers guests a dynamic, community-oriented stay. The project was developed by Groupe Galia with Studio Belem as architect and Ciguë as interior designer.
Hotel Ventura Saint-Tropez, Tapestry Collection by Hilton
Opening this summer, the hotel will offer guests a relaxing, relaxation-focused stay in one of the Côte d’Azur’s most iconic destinations. The hotel will feature a lobby bar, breakfast room and gym, while all 97 rooms will have a balcony, many of which also have a kitchenette. Located in the heart of the old town and harbour, the hotel is within walking distance of popular attractions such as the Citadel and the harbor and is well positioned for exploring the wider coastline of southern France, with easy access to Marseille, Cannes and Nice. The property has been developed and will be operated by Sohoma.
Quiete Taormina Naxos, carpet collection from Hilton
The hotel will open in summer 2026 and will offer 103 rooms in a prime location overlooking the bay of Capo Taormina. Located in the municipality of Giardini Naxos, the property offers easy connections to Taormina and the area’s main cultural attractions. Reflecting Tapestry Collection by Hilton’s focus on authentic experiences, the hotel will feature two restaurants serving locally inspired food and beverages, three outdoor pools, a spa with an indoor pool, landscaped gardens, event space for up to 500 guests and a dedicated beach club, creating a vibrant stay for all guests.
Cologne City Center, Tapestry Collection by Hilton
This hotel will mark the brand debut of Tapestry Collection by Hilton in Germany when it opens in 2027. Centrally located, close to Cologne Cathedral and Museum Ludwig, the property features 183 rooms, in addition to a bar and breakfast room with locally inspired culinary experiences, and a fully equipped gym with Peloton bikes and high-quality strength, core and cardio equipment. Located within walking distance of the city’s cultural attractions and surrounded by an eclectic mix of restaurants, bars and nightlife, the hotel offers guests a vibrant gateway to one of Germany’s most dynamic cities.
Cork City Centre, Tapestry Collection by Hilton
Cork City Centre, Tapestry Collection by Hilton, will consist of 103 stylish rooms, including a mix of standard rooms and extended stay accommodation with kitchenettes, and will be located on South Terrace, in the heart of Cork city. The new-build property is expected to open in 2027 and will offer a distinctive, design-forward experience, complemented by a restaurant and breakfast area, bar and gym. Ideally positioned within walking distance of Cork’s cultural attractions, business district, universities and transport links, the hotel is designed to appeal to both leisure and business travellers.
Hotel Paris Vaugirard, Hilton Tapestry Collection
Hotel Paris Vaugirard, Tapestry Collection by Hilton will join Hilton’s portfolio of independent, original hotels. Just steps from Porte de Versailles, the 89-room hotel is expected to open in 2027 after a complete renovation of a historic Haussmann-style building. Reflecting the ‘individually vibrant’ ethos of Tapestry Collection by Hilton, the hotel features thoughtfully designed rooms and a ground floor food and beverage venue inspired by the local neighbourhood. The property has been developed and will be operated by Sohoma.
New Continental Plymouth, Tapestry collection from Hilton
The New Continental Plymouth, originally built in 1865 and recognized as one of Plymouth’s oldest hotels, long celebrated for hosting artists, dancers and musicians, will join the Tapestry Collection by Hilton. Ideally located in the center of Plymouth on Millbay Road, the hotel features 120 fully renovated rooms, meeting facilities, a fitness centre, restaurant and bar. Expected to open in spring 2027, the hotel will provide an ideal base for exploring Devon’s south coast, with Plymouth Hoe less than a 10-minute walk away, as well as nearby bars, restaurants and cafes.
Both Collection brands have achieved strong growth in EMEA in recent years. Curio Collection has more than doubled its presence in the past five years as owners increasingly seek distinctive, unique hotels, backed by Hilton’s strong commercial engine. Recent and upcoming openings for the brand include The BoTree London, Curio Collection by Hilton; Palacio de Godoy Cáceres, Hilton’s Curio Collection; Hilton’s Derby London City, Curio collection; Hotel Palacio Bellas Artes San Sebastián, Curio Collection by Hilton and Elika Cave Suites Cappadocia, Curio Collection by Hilton – Hilton’s first cave hotel.
Tapestry Collection by Hilton has also grown rapidly, with its EMEA portfolio more than doubling over the past three years, thanks to conversion demand and the brand’s individualized positioning. Zaria Court Kigali, Tapestry Collection by Hilton marked the brand’s debut south of the Sahara, while The Ritus Hotel Istanbul Sultanahmet, Tapestry Collection by Hilton, opening in 2025, marked the brand’s entry into Türkiye.
Hilton’s lifestyle momentum is further strengthened by the continued expansion of Canopy by Hilton. The brand now has 32 properties on the market or in the pipeline in vibrant neighborhoods in key gateway cities and leisure destinations across the region, including the recent debut in Türkiye. Meanwhile, Tempo by Hilton – Hilton’s contemporary lifestyle brand launched in EMEA in 2025 – already has six properties in the pipeline, including its debut in the Middle East with Tempo by Hilton Riyadh Al Narjis.
Guests at all Hilton hotels benefit from the award-winning Hilton Honors guest loyalty program, which allows nearly 250 million members who book directly with Hilton to earn points on hotel stays and experiences, in addition to benefits such as contactless check-in with room selection and exclusive member discounts.
This growth in EMEA is reinforced by Hilton’s recently announced exclusive agreement with YOTEL, which addresses a clear customer need in the growing lifestyle segment, as part of the recently launched Select by Hilton brand.
