The company has appointed Kevin Osterhaus as president, global lifestyle brands to steward the growth, design and development of the Canopy by Hilton, Curio Collection by Hilton, Graduate by Hilton, Motto by Hilton, Tapestry Collection by Hilton and Tempo by Hilton brands.

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 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.

by Adam Perkowsky