Hilton Is Coming into Its Golden Period of Reinvention — Right here Are Its New Manufacturers and Member Advantages

Later this yr, checking right into a Hilton might look barely completely different.

Think about opening the door to a luxurious Airstream, one which sits on the entrance to Yosemite Nationwide Park, and seeing a Hilton brand. Maybe you’re strolling alongside the halls of a fascinating château with Hilton branding within the south of France. Otherwise you waltz into the storied NoMad London and spot an indication welcoming Hilton Honors members.

It’s an thrilling time for the over 100-year-old firm behind manufacturers like Waldorf Astoria, Conrad, and DoubleTree. With a flurry of great acquisitions and partnerships in current months, Hilton is within the midst of a golden period of reinvention. 

That’s along with the upcoming late 2024 reopening of the enduring Waldorf Astoria New York (we’re significantly enthusiastic about that one) and 10 new resorts in hotspots throughout the Mediterranean spanning from Ibiza to the Athens Riviera.

“We all know we’ve so much underneath our umbrella, however we’re making a portfolio the place we fill in all of the gaps for vacationers,” Mark Weinstein, chief advertising and marketing officer for Hilton, instructed Journey + Leisure at a media occasion in Nashville. “It’s about creating extra worth and alternatives for our Hilton Honors members.”

Weinstein is referring to a portfolio that may develop by 4 distinctive manufacturers over the approaching months. And maybe most enjoyable of all is how Hilton’s members — all 180 million of them worldwide — will reap the advantages.

What’s New at Hilton — And How Members Will Profit

You may say Hilton has been on a procuring spree of late. The McLean, Virginia-based powerhouse is establishing a foothold within the “luxurious way of life” resort class — occupied by manufacturers like Marriott’s Version and Hyatt’s Thompson Lodges — whereas shoring up its footprint worldwide.

How’s it doing so? Nicely, it’s shopping for and collaborating with current (and stylish) hospitality firms. 

On the posh entrance, Hilton lately acquired a majority stake within the Sydell Group, the mum or dad firm of NoMad Lodges. Whereas NoMad New York sadly shuttered in the course of the pandemic, the London property has been a T+L favourite. Hilton plans to combine that particular location into its Honors program and finally develop the NoMad model to over 100 resorts.

Small Luxurious Lodges of the World (SLH), with a whole lot of premium boutique properties from European castles to treehouses in South America, may even grow to be a part of the Hilton lineup within the coming months. Hilton managed to grab SLH away from Hyatt earlier this yr.

Then, simply final month, the playful Graduate Lodges model, with a number of dozen properties steeped in native historical past in faculty cities and cities, was additionally acquired by Hilton. Executives say there’s potential to develop the variety of Graduate Lodges to 500 globally, along with the 1000’s of current schools and universities worldwide.

Final however definitely not least is AutoCamp, the glamping and luxurious outside retreat firm positioned in each iconic nationwide parks and among the most lovely nature escapes throughout the U.S. On Might 16, Hilton launched the power to ebook the primary AutoCamp property by its reserving channels. AutoCamp Cape Cod gives friends a choice of 108 suites, together with the model’s custom-designed Airstreams, luxurious tents, and cabins. That features the power to ebook and redeem Hilton Honors factors.

Eight extra AutoCamp properties will quickly be obtainable to ebook by Hilton, together with places within the Catskills, Yosemite, Zion, and others.

Hilton says it’s onerous at work finalizing and executing the logistics of integrating different new manufacturers (NoMad, Graduate, and SLH) into Hilton’s loyalty program. Nonetheless, vacationers can anticipate the power to ebook utilizing factors, earn factors on stays, and obtain choose elite standing and loyalty advantages.

Whereas some finer particulars are nonetheless being ironed out, now could also be time to be on the Hilton bandwagon, whether or not you’re trying to keep in a luxurious tent at Joshua Tree or an estate-turned-hotel within the English countryside. “We’re constructing one thing the place there’s a keep for each event and each sort of traveler,” Weinstein stated.