Hilton Worldwide has named Kevin Osterhaus, the former
president of the Graduate Hotels brand, which Hilton agreed to acquire in
March, as president of its global lifestyle brands, effective immediately,
Hilton announced Monday.
Osterhaus, who reports to Hilton president of global brands
and commercial services Chris Silcock, will “steward the growth, design
and development” of not only Graduate but also Hilton’s Canopy, Curio,
Motto, Tapestry Collection and Tempo.
“Kevin will oversee the seamless integration of the
Graduate brand into our lifestyle portfolio to ensure we maintain and
accelerate what has made Graduate a fan-favorite with guests, as well as lead
the strategic vision for all of Hilton’s lifestyle brands,” Silcock said
in a statement.
Hilton in March announced it had agreed
to acquire Graduate, a chain of more than 30 upper-upscale properties
primarily located in U.S. college towns, for $210 million. The company at the
time said it expected the deal to close in the second quarter of 2024.
Osterhaus replaces on a full-time basis Phil Cordell,
Hilton’s global head of lifestyle brands and new brand development, who is
transitioning to a part-time role, according to a message Silcock sent to
Hilton staffers, which was shared with BTN by a Hilton spokesperson. Cordell
has worked for Hilton for more than 40 years and stepped into his most recent
role in 2018.
“Earlier this year, Phil Cordell shared with us that he
was considering the next chapter of his life and career,” according to
Silcock’s message. “We fully support his decision to transition away from
a daily corporate role but want to keep Phil’s talent, skills, and experience
at hand. Over the past 40 years with Hilton, his impact on our company and
brands has been significant so we are fortunate Phil has agreed to stay on with
us as a part-time advisor, ambassador, and mentor/coach, beginning July 1.”
Before his stint at Graduate, Osterhaus’ experience includes
leadership roles at Ennismore International, The Hoxton Hotels, Sixty Hotels
and Standard International, according to Hilton.
Lifestyle Expansion Planned
Meanwhile, Hilton on Monday said it expected its lifestyle
portfolio to double to about 700 by 2028, including the expansion of the NoMad
brand, in which Hilton in April took
a majority stake.
Hilton said it plans to open more than 100 properties in its
lifestyle brands globally, and noted its soft-brand Tapestry Collection reached
its 100th property in 2023 and planned to increase that figure in
2024 to 150.
