Yotel has signed a franchise agreement with Hilton that will see the lifestyle hotel group joining the American multinational’s newly launched Select by Hilton portfolio.

Under the agreement, Yotel will continue to independently manage and licence its brand at 23 hotels across 10 countries amid ambitions to triple its portfolio in the coming years.  

The signing also marks the creation of Select by Hilton, aimed at high-performing, established hotel brands that will retain their autonomy while also becoming part of the Hilton Honors loyalty programme.  

Yotel was launched in London in 2007 and has since expanded across cities such as New York, Tokyo, Amsterdam, Glasgow and Singapore.

In 2018, the group created Yotelpad, its aparthotel division, which launched in the US before opening its first European property in London’s Stratford in 2024.

Christian Charnaux, executive vice-president and chief development officer at Hilton, said: “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.

“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.”  

Phil Andreopoulos, chief executive officer at Yotel, added: “Hilton brings unmatched global distribution and loyalty scale to our brand and business. 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 Yotel hotels are expected to be available for booking through Hilton channels later this year.

Yotel’s major shareholders include the Talal Jassim Al-Bahar Group, United Investment Portugal and Kuwait Real Estate Company (AQARAT).

Yotel was originally created by YO! founder Simon Woodroffe, who was inspired by first-class plane travel to create compact and design-led rooms.

The agreement comes after Hilton took a bet on the lifestyle segment with the acquisition of Graduate Hotels and a majority controlling interest in Sydell Group, which owns the NoMad hotels brand, in 2024.

What “Select by Hilton” Actually Means

The new Select by Hilton brand is built around a simple premise: independent or semi-independent hotel brands keep their look, design, and operations, while gaining access to Hilton’s infrastructure.

That includes distribution, booking channels, and — most importantly — the Hilton Honors loyalty ecosystem.

Hilton says the goal is to create “new ways to stay” without forcing those brands into a standardized format. Properties keep their own management and identity, while benefiting from Hilton’s global reach.

For travelers, that translates to something straightforward: more variety within the Hilton universe, without losing the consistency of earning and redeeming points.

Hilton executives are framing the partnership as part of a broader growth strategy focused on expanding without heavy capital investment.

By bringing YOTEL into its network, Hilton adds a brand that already has established properties, a defined identity, and a loyal customer base — without needing to build or rebrand hotels itself.

Christian Charnaux, Hilton’s executive vice president and chief development officer, described the move as a way to expand the company’s reach while complementing its existing portfolio.

The approach also strengthens Hilton’s presence in dense urban markets, where YOTEL already operates and where demand continues to concentrate.

What Changes — and What Doesn’t — at YOTEL

One of the key points in the agreement is that YOTEL’s identity stays intact.

The brand will continue to operate under its existing design philosophy, service style, and operational structure. Guests checking into a YOTEL property should expect the same compact layouts, technology-driven features, and design-forward approach the brand has built its reputation on.

What does change is access.

YOTEL gains entry into Hilton’s global booking channels and distribution network, which significantly expands its reach across markets. It also connects to Hilton’s corporate and group travel systems, which can drive additional demand.

From the YOTEL side, leadership has emphasized that the partnership is about expansion rather than transformation.

Chief executive officer Phil Andreopoulos described the relationship as a way to grow reach while maintaining the brand’s core identity, pointing to Hilton’s global platform as a key advantage.

Hilton Honors Comes Into Play

The most immediate impact for travelers will be through Hilton Honors.

Once integration is complete, guests staying at participating YOTEL properties will be able to earn and redeem points just as they would at other Hilton brands. That includes access to the program’s nearly 250 million members, along with benefits tied to booking directly through Hilton’s channels.

The Hilton Honors app will also extend to YOTEL stays, bringing features like digital check-in, room selection where available, and contactless access.

For frequent Hilton guests, that opens up a new category of hotels — particularly in urban markets where YOTEL already has a footprint.

For YOTEL customers, it adds a layer of rewards and recognition that wasn’t previously part of the experience.

What About the Caribbean?

There’s no official word yet on whether YOTEL — or the broader Select by Hilton concept — will expand into the Caribbean.

The brand’s current portfolio is heavily focused on major global cities, with a model built around dense, high-demand urban environments. That footprint doesn’t yet include Caribbean destinations.

That said, the region has seen steady growth in lifestyle-forward, design-driven hotels, particularly in markets like San Juan, Santo Domingo and parts of Mexico and Colombia along the Caribbean basin. A compact, tech-forward concept like YOTEL could fit into emerging urban and mixed-use developments in those destinations.

For now, any Caribbean entry remains unannounced. But with Hilton actively expanding its network and looking for complementary brands to plug into its system, the possibility is firmly on the table.

A Broader Industry Trend

This move reflects a wider trend across the hotel industry.

Major hotel groups are increasingly forming partnerships with established brands instead of developing every concept internally. It allows companies to expand faster while offering more diverse experiences under one umbrella.

Collections and soft brands have become a key part of that strategy, but Select by Hilton signals a more defined structure — one that sits between a traditional brand and a loose affiliation.

Instead of simply listing independent hotels, Hilton is curating entire brands that align with its standards while remaining distinct.

What It Means for Travelers

For travelers, the addition of YOTEL to Hilton’s network introduces a different kind of stay within a familiar system.

It’s a hotel that prioritizes efficiency, design, and technology — now paired with the reach, rewards, and booking power of one of the world’s largest hospitality companies.

And if that combination eventually reaches the Caribbean, it would add a new layer to the region’s hotel landscape — one built less around resort footprints and more around smart, city-focused stays