Hilton Expands Lifestyle Portfolio with Acquisition of Graduate Hotels
In a strategic move to bolster its presence in the lifestyle hotel market, Hilton has announced its acquisition of the popular Graduate Hotels brand. The agreement, made with Adventurous Journeys Capital Partners (“AJ Capital"), involves a $210 million investment to secure all rights to the Graduate brand worldwide.
With this acquisition, Hilton aims to tap into the fast-growing lifestyle category by leveraging Graduate Hotels' existing fanbase and unique brand identity. Hilton's President and CEO, expressed confidence in the partnership, emphasizing the alignment of values between the two entities and the potential for synergistic growth.
Graduate Hotels, known for their distinctive charm and local flair, cater to travelers seeking authentic experiences in university towns across the United States and the United Kingdom. By integrating Graduate Hotels into its portfolio, Hilton aims to offer millions of guests unparalleled hospitality tailored to the spirit of their favorite college destinations.
The addition of Graduate Hotels complements Hilton's existing lifestyle portfolio, which includes brands like Canopy by Hilton, Curio Collection by Hilton, and Tapestry Collection by Hilton. This expansion aligns with Hilton's strategic focus on meeting the evolving preferences of modern travelers, as identified in its 2024 Trends Report.
Graduate Hotels will soon be available for booking through Hilton channels, allowing guests to access the benefits of the Hilton Honors loyalty program. This move underscores Hilton's commitment to providing a diverse range of accommodations and experiences for travelers worldwide.
As Hilton continues to expand its offerings and partnerships, the acquisition of Graduate Hotels marks a significant milestone in its journey towards enriching the travel experiences of guests in dynamic and culturally vibrant destinations.
Ben Weprin, founder of Graduate Hotels and CEO of AJ Capital, highlighted the shared commitment to delivering exceptional experiences and making a positive impact on communities. The partnership with Hilton is expected to propel Graduate Hotels to greater heights while preserving its unique brand identity.
Incorporating Graduate Hotels into its global brand portfolio, Hilton reinforces its position as a leading hospitality company dedicated to delivering memorable stays and fostering meaningful connections worldwide.