Hilton's 18 Hotel Brands Explained
By Hotel Tech Report
Last updated January 26, 2022
6 min read
Hilton Worldwide celebrated a century of service in 2019. As one of the largest hospitality companies in the world, it continues to aggressively grow its portfolio of brands. Hilton launched three new brands since 2018: Motto, a hostel-style micro-hotel; Signia, targeted at business travelers and meetings professionals; and Tempo, a lifestyle-first luxury hotel. In 2020, Hilton ranked number one in the US on Forbes’ list of 100 Best Companies to Work For. Hilton Worldwide trades on the NYSE under ticker symbol HLT.
We’re categorizing Hilton's hotel brands using the STR chain scale to differentiate between different types of hotels, wherein brands are broken out into tiers based on their Average Daily Rate. Obviously, rates will vary, but we believe this scale to be more consistent than the star-rating system.
Hilton brands portfolio breakdown
The Hilton Worldwide portfolio consists of 18 brands across 119 countries, with more than 6,100 properties. The rewards program, HHonors, has 99 million members. Here’s what you need to know about Hilton’s brands.
Hilton owns three hotel collection brands: Curio Collection, LXR, and Tapestry Collection. Earlier this year, Hilton Worldwide announced its intention to continue expanding the Curio Collection – and open the 100th Curio Collection property – and to bring the first Tapestry Collection hotel to Europe.
Curio Collection is made up of 90 hotels and resorts that offer authentic, curated experiences to discerning leisure travelers and millennial business travelers. Curio Collection hotels specialize in local offerings paired with “elevated amenities.” These unique properties combine the best of independent hotels with Hilton’s rewards program HHonors. Curio Collection ranks with Tribute Portfolio, Autograph Collection, and Unbound Collection.
Diplomat Beach Resort Hollywood, Curio Collection by Hilton
LXR is a collection of distinctive hotels that focuses on individualized service and one-of-a-kind stays. These high-end boutique hotels cater to older leisure travelers with exclusive access to immersive local experiences. Four locations in four countries make this brand a small portion of Hilton Worldwide’s overall portfolio. LXR competes with brands such as Destination Hotels and Luxury Collection.
Tapestry Collection is made up of 31 unique properties in three countries. These hotels target curious millennial travelers with individual styles and personalities. For instance, Hotel Skyler in Syracuse, NY – part of Tapestry – boasts LEED Platinum certification and is housed in the former Temple Adath Yeshurun congregation building. Tapestry Collection competes with Unbound Collection, Autograph Collection, and Design Hotels.
The Sound Hotel Seattle Belltown, The Tapestry Collection by Hilton
Hilton Luxury Brands
There are three luxury brands in Hilton’s portfolio: Conrad Hotels and Resorts, the Waldorf Astoria, and Tempo hotels.
Conrad Hotels is named for Hilton founder Conrad Hilton. This luxury brand has a presence on five continents with 39 properties, including resorts. The brand attracts wealthier boomers and luxury-forward, design-minded travelers with its contemporary design, curated art, and desirable locations in places like Bora Bora and Hong Kong. Conrad’s brand is founded on guest service that’s “instinctive, discreet, and enhanced by innovation.” These properties compete with brands such as Park Hyatt, Sofitel, and Loews Hotels.
Waldorf Astoria is an iconic Hilton property featuring unique, world-class service in iconic destinations. Waldorf Astoria consists of 32 properties, with nearly 20 more in the pipeline or at various stages of development. Guests tend to be wealthier travelers with discerning taste who favor five-star service and amenities. Waldorf Astoria recently announced a partnership with Aston Martin for “Waldorf Astoria Driving Experience weekends,” where guests can take Aston Martin cars for a drive along curated routes. Waldorf Astoria competes with Four Seasons, Ritz-Carlton, The Peninsula, and Mandarin Oriental.
Finally, Tempo by Hilton is the brand’s newest offering; it launched in January 2020 with 30 properties and 30 more planned. Tempo is an “approachable lifestyle hotel” targeting modern business travelers with higher-end amenities, social spaces, and a branded coffee and tea “fuel bar.” Tempo properties will have state-of-the-art fitness facilities, meeting rooms and event spaces, an open-concept lobby, and more. This brand is designed to compete with Hyatt Centric and Joie de Vivre.
Hilton Upper Upscale
There are six upper-upscale hotels in Hilton Worldwide’s portfolio. This tier has the most companies, but not the biggest footprint.
There are 13 Canopy by Hilton hotels in five countries, primarily in North America. These locations are branded as “neighborhood hotels” with a focus on simple, guest-oriented service, local design, authentic food and drink, and thoughtful amenities. Concierge staff is branded as “Enthusiasts” who recommend the best food, music, fitness, art, and culture hotspots. Canopy competes with Ace Hotel, Kimpton, Joie de Vivre, Hyatt Centric, Kimpton, and Delta Hotels.
Embassy Suites is favored by families and business travelers who want more space at a reasonable price. Amenities like complimentary hot breakfast and evening reception with snacks and drinks make this brand stand out for value. Rooms are all suites, either two-room or studio size; two-room suites have a separate bedroom and living area, with two HD TVs, a microwave, a mini-fridge, and a wet bar area. Embassy Suites competes with brands such as Courtyard, Crowne Plaza, Holiday Inn, and Sheraton.
Hilton Grand Vacations is for family travelers on an extended vacation: it’s a timeshare (“vacation ownership”) program offering ownership interest at one of our Hilton’s Club resorts. With 55 properties in five countries, each timeshare offers a stay at one Hilton Grand Vacation studios and multi-bedroom suites, with fully equipped kitchens and kitchenettes, separate living and dining areas, and resort-style amenities and services. There are more than 325,000 Owners in the Grand Vacations membership program. This brand competes with Wyndham Grand Vacations and Hyatt Residence Club.
Motto is also a new brand for Hilton Worldwide – launched in fall 2018. Motto properties are micro-hotels for value-conscious city travelers and groups who don’t need full service. Each Motto destination offers common social spaces and efficient rooms at a reasonable price in prime locations. Rooms are an average of 163 square feet or 14 square meters; groups of travelers can book linking rooms and split payments between more than one person at the time of booking. Motto competes with Hyatt Centric and Microtel.
The Hilton Hotels & Resorts brand consists of 584 properties in 94 countries. This massive hotel chain hosts next-generation business travelers and upscale guests who want predictable and consistently good service. Hilton Hotels were founded a century ago, making this brand one of the most recognizable names in the category. Hilton Resorts is known to host weddings, conferences, and conventions in 35 countries. Hilton competes with Marriott Hotels, Sheraton, Hyatt Regency, Westin, and Omni brands.
Hilton’s Home2 Suites line of hotels is an option for extended-stay business travelers and those who need more space for longer stays. This mid-scale, all-suite property is targeted to guests who plan to stay for a minimum of five nights. Home2 Suites features amenities such as in-suite kitchens, free hot breakfast, fitness and laundry facilities, and free Wifi. This brand is made up of 384 properties in the US and Canada. Home2 Suites competes with Candlewood Suites, TownePlace Suites, WoodSpring Suites, and Extended Stay America.
There are four brands in Hilton Worldwide’s upscale tier. By number of properties, these are the majority of Hilton’s business.
DoubleTree by Hilton hotels can be found in 47 countries, with 587 properties currently open. This brand is favored by guests willing to pay a premium for a higher-quality stay. DoubleTree is infamous for its warm chocolate chip cookies at check-in; its amenities and small touches stand out in this category. The brand highlights technology like digital check-in as a selling point on the website; DoubleTree competes for business and leisure travelers against Crowne Plaza, Holiday Inn, Sheraton, and Delta Hotels.
Hilton Garden Inn is Hilton Worldwide’s second-largest asset, with 862 properties in 49 countries. Hilton Garden Inn is a reliable option for business and leisure travelers seeking a well-appointed space for both extended and short-term stays. Hilton Garden Inn hotels also feature digital check-in, as well as full-service dining, free Wifi, rooms and spaces with natural light, and onsite fitness. This brand is within the same consideration set as Aloft, Courtyard, Four Points, Holiday Inn, Hyatt Place, and SpringHill Suites.
Homewood Suites extends with 505 properties in four countries. This all-suite, residential-style brand offers quality at reasonable rates for extended-stay travelers. These properties have studio, one-bedroom, and two-bedroom suites available. Amenities include a full kitchen and free grocery shopping service, free hot breakfast, complimentary social hour, and, often, fitness centers. Homewood Suites is expanding rapidly; this brand opened 129 new properties in 2019 to compete with Element, Hyatt House, Residence Inn, and Staybridge Suites.
The final brand in this tier is Signia Hotels. This new brand launched in early 2019 as an option for professionals and business travelers seeking a blend of design, technology, and wellness for business stays and meetings/events. The Signia brand focuses on premium spa and fitness services, state-of-the-art technology, and signature food and beverage offerings. Signia will compete with Crowne Plaza for business travel.
Hilton Worldwide’s Hampton brand boasts a massive 2,544 properties across 30 countries. Hampton offers consistent quality, value, and service for business and leisure travelers willing to pay a bit more for an upgraded experience in the midscale category. Amenities include things like a free, hot breakfast, 24-hour business center, free Wifi, and digital check-in. Hampton is continuing to expand with 750 properties planned. In 2020, Entrepreneur magazine ranked Hampton as the number one lodging franchise for the 11th straight year. Hampton competes with Fairfield Inn, Holiday Inn Express, Comfort Suites, Courtyard, and SpringHill Suites.
The final property in Hilton Worldwide’s portfolio is the midscale brand Tru. Tru’s 112 hotels can be found in the US and Canada. Tru delivers modern design and quality amenities for value-seeking business and leisure travelers. This brand is described as “back-to-basics with soul”; an expanded-sized lobby and 24/7 pantry make for a comfortable stay. Tru competes with Best Western, La Quinta, Quality Inn, and Sleep Inn.
Want to learn about hotel brands by Marriott, IHG, Hyatt, and more? Check out our 2020 Ultimate Hotel Brand Guide to explore these portfolios.