Hilton has announced the launch of its new umbrella brand, “Select by Hilton,” through an exclusive franchise agreement with independent operator YOTEL. This strategic collaboration expands Hilton’s global portfolio in the lifestyle segment, offering guests access to an innovative hotel concept fully integrated into the group’s technology and distribution platforms.
YOTEL becomes the first brand under the “Select by Hilton” umbrella, maintaining its independent management and distinct identity across its 23 hotels in 10 countries, including major markets such as New York, Tokyo, Amsterdam, Glasgow, and Singapore. The partnership will grant guests access to the Hilton Honors loyalty program, which boasts approximately 250 million members, while supporting YOTEL’s goal to triple its portfolio in the coming years. Founded in London in 2007, the brand is recognized for efficient design solutions, such as the YOTEL SmartBed™, and advanced technological facilities for luggage storage. The first units are set to be integrated into Hilton’s reservation systems in the second half of this year.
Frequently Asked Questions
What is Select by Hilton?
Select by Hilton is a new umbrella brand launched by Hilton to integrate independent hotel brands, starting with the lifestyle operator YOTEL.
How does the YOTEL partnership benefit guests?
Guests will gain access to the Hilton Honors loyalty program and Hilton’s distribution platforms across 23 YOTEL properties worldwide.
When will YOTEL hotels be available on Hilton’s platforms?
The integration of the first YOTEL units into Hilton’s reservation systems is scheduled for the second half of this year.