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Hotel chain Yotel has signed a franchise agreement with Hilton to join the global hospitality giant’s Select by Hilton portfolio.
Yotel
Hilton said the franchise agreement will help fill a growing customer need for lifestyle hospitality within its wider ecosystem.
Launched in London in 2007, Yotel will continue to independently manage and license its brand at 23 hotels across 10 countries, including sites in New York, Tokyo, Amsterdam, Glasgow and Singapore. It aims to more than triple its portfolio in the coming years.
“The addition of Yotel to Hilton’s network is the latest example of our commitment to capital-efficient growth through a relationship that is both complementary to our existing brand portfolio and offers guests thoughtfully designed, sleek new ways to stay with Hilton in key urban locations around the world,” said Christian Charnaux, executive vice-president and chief development officer at Hilton.
“This agreement further strengthens our network effect by connecting a beloved independent brand like Yotel into the powerful Hilton Honors network and commercial distribution system, while preserving what makes the brand unique.”
Yotel will be the first brand in the newly established Select by Hilton. Established hotel brands that join Select by Hilton will retain their own identity and brand management while they use Hilton’s distribution and technology platforms.
“Hilton brings unmatched global distribution and loyalty scale to our brand and business,” said Phil Andreopoulos, chief executive of Yotel. “Yotel’s relationship with Hilton allows us to expand our reach while staying true to who we are. What changes for Yotel is access – not identity – in a capital-light and scalable way.”
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