Hilton Doubles Down on Lifestyle Hospitality as Its Collection Brands Expand Worldwide

(NEWS) MCLEAN, VA, United States, 2026-Jun-1 — /Travel PR News/ — Hilton is seeing strong momentum behind hotels that feel less uniform and more closely tied to their surroundings, as Curio Collection by Hilton and Tapestry Collection by Hilton have each grown past 200 properties worldwide — a sign of rising traveler interest in stays shaped by local design, culture and individual hotel identity.

According to a press announcement published by Hilton, the two collections have become key growth drivers within Hilton’s broader lifestyle segment, which the company expects to continue expanding across gateway cities, resort destinations and emerging travel markets. According to Hilton, Curio Collection now operates more than 200 hotels across 47 countries and territories, while Tapestry Collection has also reached the 200-hotel mark and continues to grow through a strong development pipeline.

Unlike traditional branded hotels, both collections focus on preserving the individual identity of each property. Hotel owners can retain distinctive architecture, design, and local storytelling while benefiting from Hilton’s distribution network, technology platform and Hilton Honors loyalty programme. This flexible model has proven particularly attractive for hotel conversions, allowing independent properties to join a global system without losing their unique character.

Recent openings demonstrate the geographical reach of both brands. Curio Collection has expanded with properties such as Elika Cave Suites Cappadocia, Hilton’s first cave hotel, alongside new hotels in destinations including Los Angeles, Alexandria, and San Antonio. Upcoming projects will introduce the brand to new markets including India and Hawaii.

Tapestry Collection has also entered several new destinations, including Rwanda with Zaria Court Kigali, Japan with The Green Leaf Niseko Village, and Italy’s Umbria region with Rosetta Hotel Perugia. Future openings are planned in Kenya, Vietnam and Mexico, further expanding the brand’s international footprint.

The milestone reflects broader changes in traveler preferences. Hilton’s 2026 Trends Report found that many travelers increasingly prioritize experiences and cultural connections when choosing destinations and accommodation. The company reported that 35 percent of travelers now plan trips around specific cultural experiences, while 86 percent value experiences over material purchases.

For Hilton, the continued growth of Curio Collection and Tapestry Collection supports a wider strategy focused on lifestyle and experience-driven hospitality. The company is investing heavily in brands that offer distinctive local identity while maintaining the consistency, technology and loyalty benefits associated with a global hotel operator.

As competition within the lifestyle hotel sector continues to intensify, Hilton’s collections strategy allows the company to expand into a wider variety of destinations while appealing to travelers seeking accommodations that reflect local culture rather than a standardized hotel experience.