‘Is This Hilton?’ An Ad Blitz Answers: Yes, We Have Lifestyle Hotels

Photo Credit: Hilton ads on electronic bill Moynihan train hall at new york city penn station Hilton Hilton’s fastest-growing hotel categories are the ones travelers least associate with Hilton: luxury and lifestyle. Its “New Ways to Stay” marketing campaign is an attempt to close that gap. “Our luxury and lifestyle portfolios continue to grow the most quickly across categories, with trailing 12-month net unit growth rates of 11% and 20%, respectively,” CEO Chris Nassetta said on an earnings call last month. ("Lifestyle" brands are design-forward hotels with distinctive decor and amenities.) Since 2024, Hilton bought Graduate Hotels and NoMad, partnered with outdoor lodging operator AutoCamp, and signed a loyalty licensing deal with Small Luxury Hotels of the World that put hundreds of independent hotels into its channels. Customer awareness about the new properties was limited, and Hilton's research found that many travelers didn’t know they could earn loyalty points by booking them through its site and app. “We re