YOTEL Enters Franchise Agreement with Hilton as First Brand Joins Select by Hilton
YOTEL has signed a major franchise agreement with Hilton, becoming the first lifestyle brand to join the American multinational’s newly launched Select by Hilton portfolio.
The partnership marks a significant step in YOTEL’s global growth strategy, combining the brand’s tech-led, design-focused offering with Hilton’s scale, distribution power and loyalty platform.
Expansion Plans and Franchise Growth Strategy
Under the agreement, YOTEL will continue to independently manage and licence its brand across its existing portfolio of 23 hotels in 10 countries. The group has outlined ambitious plans to triple its global footprint in the coming years, with the Hilton partnership expected to accelerate that expansion.
The deal reflects a broader trend within the hospitality sector towards asset-light, franchise-led growth models, enabling brands to scale rapidly while maintaining operational control.
Launch of Select by Hilton
The signing also marks the official launch of Select by Hilton, a new collection designed for high-performing, established hotel brands.
The platform allows brands to:
- Retain their identity and operational autonomy
- Benefit from Hilton’s global distribution network
- Integrate into the Hilton Honors loyalty programme
This hybrid model is aimed at delivering mutual growth while preserving the individuality of partner brands.
A Growing Global Lifestyle Brand
Founded in London in 2007, YOTEL has expanded into key international markets including New York, Tokyo, Amsterdam, Glasgow and Singapore, building a reputation for innovative, space-efficient and design-led accommodation.
In 2018, the company launched its aparthotel concept, YOTELPAD, initially in the US before opening its first European site in Stratford, London in 2024.
YOTEL was originally created by Simon Woodroffe who drew inspiration from first-class airline travel to develop compact, high-quality hotel rooms.
Leadership Commentary
Christian Charnaux, executive vice-president and chief development officer at Hilton, said:
“The addition of YOTEL to Hilton’s network reflects our commitment to capital-efficient growth. This partnership complements our existing portfolio while introducing guests to a distinctive, design-led experience in key urban markets.
“By connecting YOTEL with the Hilton Honors ecosystem, we are strengthening our network while preserving the unique identity that makes the brand so appealing.”
Phil Andreopoulos, CEO of YOTEL, added:
“Hilton brings unmatched global distribution and loyalty scale. This partnership allows us to expand our reach significantly while staying true to our brand. What changes for YOTEL is access—not identity—in a scalable, capital-light way.”
Booking Integration and Ownership
The first YOTEL properties are expected to become available through Hilton booking channels later this year, further enhancing visibility and accessibility for global travellers.
YOTEL’s major shareholders include the Talal Jassim Al-Bahar Group, United Investment Portugal and Kuwait Real Estate Company (AQARAT).
Hilton’s Continued Focus on Lifestyle Hospitality
The agreement follows Hilton’s continued investment in the lifestyle segment, including its 2024 acquisition of Graduate Hotels and a majority stake in Sydell Group, owner of the NoMad Hotels brand.
This latest move reinforces Hilton’s strategy to expand its presence in high-growth, experience-driven hospitality segments.
