Hilton has formed an exclusive agreement that will make Yotel the first brand in the newly established Select by Hilton category. Select by Hilton will incorporate established hotel brands that will retain their own identity and brand management while connecting to the Hilton Honors loyalty program and leveraging Hilton's distribution and technology platforms.
Through the franchise agreement with Yotel, the urban brand will continue to independently manage and license its 23 hotels across 10 countries, with a goal of more than tripling its portfolio in the coming years. Launched in London in 2007, Yotel has hotels in key markets like New York, Tokyo, Amsterdam, Glasgow and Singapore with room designs that include the Yotel SmartBed, which can turn from a flatbed to a sofa, and tech features like automated luggage storage.
“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,” Christian Charnaux, executive vice president and chief development officer, Hilton, said in a statement. “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.”
“Hilton brings unmatched global distribution and loyalty scale to our brand and business,” said Phil Andreopoulos, chief executive officer, 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.”
The first hotels are expected to be available for booking through Hilton channels later in 2026.