Hilton’s Collection and Lifestyle brands continue to drive the expansion of its European footprint, with the category nearly doubling its presence over the past three years
As the easing of travel restrictions begins to release pent-up demands for travel across the Atlantic, Hilton is well-positioned to welcome business and leisure guests back to the region with more than 480 hotels totaling 97,000 rooms in its European portfolio. Driven by its industry-leading brands, Hilton continues to strengthen its presence in this important market. With 217 properties and more than 35,000 rooms in development, Hilton is expected to increase its regional footprint by nearly 30 percent by the end of 2023.
“Europe is instrumental to Hilton’s global growth because of the high volume of leisure and business travel in the region,” said Kevin Jacobs, chief financial officer and president, global development. “As the industry continues through recovery, it has been an excellent time for owners and developers to invest in the future of hospitality, especially as we see travel pick up in markets across Europe.”
Hilton’s industry-leading Full Service Collection and Lifestyle brands have played an especially significant role in its growth throughout the region, particularly across Curio Collection by Hilton, Tapestry Collection by Hilton and Canopy by Hilton. Over the last three years, Hilton has nearly doubled its footprint in these brand categories. With Tapestry Collection having made its European debut earlier this year, Hilton’s Collection and Lifestyle brands remain on track to open 15 new hotels across seven different European countries in 2021 alone.
Through the pandemic, Hilton has continued to strengthen its presence in key markets, including major international hubs such as London, Paris and Madrid. With increasing interest in conversion development opportunities, Hilton’s Collection Brands continue to gain traction due to their strong value proposition, which allows quality, independent hotels to maintain their unique character while benefiting from Hilton’s strong brand awareness, commercial engines, distribution network and loyal customer base.
Conversions represented roughly one-third of Hilton’s global openings in the quarter ended Sept. 30, 2021; 26 percent of which were in Europe. Additionally, Lifestyle brands such as Canopy by Hilton have addressed the new and evolving needs of guests as they return to travel. With Hilton’s expansion across Europe, the growth of Collection and Lifestyle brands will offer new hotel options, notably in premier leisure destinations throughout the region.
Canopy by Hilton is a vibrant lifestyle brand, each hotel designed as a natural extension of its neighborhood, providing a place to relax and recharge with guest-directed service, comfortable spaces, an energizing atmosphere and thoughtfully local choices. Canopy by Hilton Madrid Castellana recently opened in the heart of the Spanish capital’s Azca neighborhood near the Real Madrid Santiago Bernabeu Stadium and Paseo de la Castellana. Following a comprehensive refurbishment of the building’s interior, the hotel provides a setting to be lived and enjoyed. Airy, open spaces greet visitors in the lobby, and locals and visitors alike can mingle at Planta Z, a spectacular terrace featuring street food-style dishes with live music.
Boasting a collection of original hotels with unique style and personality, Tapestry Collection encourages guests to explore the local area and immerse themselves in the local food, culture and art. Atocha Hotel Madrid, Tapestry Collection by Hilton opened in Spain this year as the first Tapestry Collection hotel in Europe. Named for atocha, a grass traditionally used to weave baskets in southern Spain, Atocha Hotel Madrid features nature-inspired décor and rooms decked out with rattan furniture. Upon arrival, guests also receive a handmade and personalized esparto plant gift, bringing the Tapestry Collection experience to life.
Adding to Hilton’s growing supply in Portugal, The Emerald House Lisbon, Curio Collection by Hilton is forecasted to open later this year situated near many historical sites in Lisbon, including the National Museum of Ancient Art. The hotel itself will host an array of historical artwork, symbolic of the Curio Collection, which appeals to travelers seeking one-of-a-kind experiences with elevated hotel amenities and accommodations. Showcasing each property’s unique identity and story, Hilton’s Collection Brands will further expand later this year with the opening of Se Catedral Hotel Porto, Tapestry Collection by Hilton, the first of its brand to open in Portugal. Located in the heart of the country’s historic Porto city center, the newest additions to Curio Collection and Tapestry Collection will join Boeira Garden Hotel Porto Gaia, Curio Collection by Hilton, which opened nearby in 2019.
Hilton has been rapidly expanding throughout France, particularly in Paris, providing an authentically local experience for guests in the City of Lights. Notable openings in 2021 have included Canopy by Hilton Paris Trocadero and Hotel Camille Paris Gare de Lyon, Tapestry Collection by Hilton, with Hôtel Le Belgrand Paris Champs-Elysées, Tapestry Collection by Hilton scheduled to open later this year. These specialized hotels put travelers near period architecture amid Parisian elegance.
With a diverse supply of hotels across brands, the most recent developments to Hilton’s U.K. footprint include Canopy by Hilton London City, located in London’s vibrant East End neighborhood and The Fellows House Cambridge, Curio Collection by Hilton, which embraces Cambridge’s connection to the prestigious university. Additionally, The Samuel Ryder St. Albans, Tapestry Collection by Hilton, due to open in late 2021, will be the first Tapestry Collection hotel in the U.K. and next year, Lost Property, Curio Collection by Hilton is expected to open next to St. Paul’s Cathedral in London.
Earlier this year, Hilton opened two new hotels on the picturesque Mediterranean island of Sardinia, including The Local Porto Rotondo, Curio Collection by Hilton and Baia di Chia Resort Sardinia, Curio Collection by Hilton, adding to Curio Collection’s portfolio of hotels in top resort destinations around the world. In 2022, Cosmopolita Hotel Rome, Tapestry Collection by Hilton will be the brand’s first hotel in Italy when it opens early next year. It will occupy a century-old hotel in the center of Rome, with a roof terrace overlooking the historic city, allowing guests to immerse themselves in Rome’s historic architecture.
Known for the splendor of Europe’s earliest history and a prime destination for leisure travelers, Hilton has expanded its presence in Greece, particularly on the country’s iconic islands. Overlooking the Sea of Crete, Royal Senses Resort & Spa Crete, Curio Collection by Hilton marked the first hotel opening in Greece for the brand earlier this year. And in spring 2022, Sea Breeze Santorini Beach Resort, Curio Collection by Hilton will be the company’s first hotel on the island of Santorini and Curio Collection’s second hotel in Greece. Inspired by the island’s natural beauty and its distinctive white and blue architecture, all 37 guest rooms boast private pools or hot tubs and private terraces for the ultimate Mediterranean getaway.
Hilton’s German development will see seven hotels added to its portfolio by the end of the year, including Wassterturm Hotel Cologne, Curio Collection by Hilton, occupying an iconic water tower. Cologne, the 2,000-year-old cultural hub of Western Germany famed for its twelve Romanesque churches, is expected to welcome its first Curio Collection by Hilton later this year. The architecturally stunning brick water tower will house 88 guest rooms throughout 11 floors, the hotel’s top floor is reserved for Bar BOTANIK, a 360-degree experience inspired by botanical glasshouses.