Hilton has surpassed 100 lifestyle hotels trading across Europe, the Middle East and Africa, and is now targeting more than 200 properties in the region as owner demand for experience-led hospitality continues to accelerate. The company has announced seven new signings across its lifestyle and Collection brand portfolio, including the first Motto by Hilton in France and the debut of Tapestry Collection by Hilton in Germany, signalling a decisive push into markets where conversion-led growth is reshaping the investment landscape.
The group's lifestyle portfolio in EMEA has more than doubled over the past three years, driven by a combination of new-build development and conversion opportunities across urban, resort and culturally significant destinations. For investors and developers, the trajectory is notable: Hilton's lifestyle brands, which carry lower repositioning costs than full-service assets and benefit from the group's global distribution and loyalty platform of nearly 250 million Hilton Honors members, are increasingly being positioned as a compelling alternative to independent boutique hotels, offering brand infrastructure without sacrificing local identity. Pipeline yields and RevPAR performance across Canopy by Hilton and Curio Collection have reportedly outperformed broader market averages in key European city markets, a factor likely to sharpen developer appetite as construction financing conditions stabilise.
"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," said Simon Vincent, Executive Vice President and President, EMEA, Hilton.
The seven new signings span six countries and a broad range of asset typologies. The 153-room Motto by Hilton Paris La Villette, developed by Groupe Galia with Studio Belem as architect and Ciguë as interior designer, is scheduled to open in 2028 opposite the Halles de la Villette. In Germany, the 183-room Cologne City Centre, Tapestry Collection by Hilton, will open in 2027 as the brand's national debut, close to Cologne Cathedral and Museum Ludwig. Developer and operator Sohoma is behind two further signings: the 89-room Hotel Paris Vaugirard, Tapestry Collection by Hilton, a Haussmann-style conversion scheduled for 2027, and Hotel Ventura Saint-Tropez, Tapestry Collection by Hilton, opening this summer with 97 rooms, each featuring a balcony. Additional signings include the 103-room Quiete Taormina Naxos, Tapestry Collection by Hilton in Sicily, the 103-room Cork City Centre, Tapestry Collection by Hilton in Ireland, and the 120-room New Continental Plymouth, Tapestry Collection by Hilton in England, originally built in 1865 and one of Plymouth's oldest hotels, scheduled for a spring 2027 opening following full renovation.
Curio Collection by Hilton has more than doubled its EMEA presence over the past five years, with recent and upcoming openings including The BoTree London, Palacio de Godoy Caceres, The Derby London City, Hotel Palacio Bellas Artes San Sebastian and Elika Cave Suites Cappadocia. Tapestry Collection by Hilton has expanded at a comparable pace, with its EMEA portfolio also more than doubling in three years, reaching Sub-Saharan Africa with Zaria Court Kigali and entering Turkiye with The Ritus Hotel Istanbul Sultanahmet in 2025. Canopy by Hilton now has 32 properties trading or in the pipeline across the region, while Tempo by Hilton, introduced to EMEA in 2025, already has six properties in the pipeline including its Middle East debut with Tempo by Hilton Riyadh Al Narjis. Hilton's lifestyle momentum in EMEA is further reinforced by its recently announced exclusive agreement with YOTEL as part of its newly launched Select by Hilton brand.
People mentioned
- Simon Vincent, Executive Vice President and President, EMEA, Hilton
Companies mentioned
- Hilton, global hospitality company and brand owner
- Groupe Galia, developer of Motto by Hilton Paris La Villette
- Studio Belem, architect for Motto by Hilton Paris La Villette
- Ciguë, interior designer for Motto by Hilton Paris La Villette
- Sohoma, developer and operator of Hotel Ventura Saint-Tropez and Hotel Paris Vaugirard
- YOTEL, partner under Hilton's newly launched Select by Hilton brand
