Hilton Announces New Partnership and “Select by Hilton” Brand
Hilton today announced a new exclusive agreement and a new hotel brand.
The company revealed that it is partnering with YOTEL to give guests more options for stays around the world. YOTEL has efficient hotels in urban markets with smart room design, and clever tech-enabled features.
YOTEL will continue to independently manage and license its brand at 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 extended its innovative brand to hotels in key markets like New York, Tokyo, Amsterdam, Glasgow and Singapore with smart, efficient room designs that feature the YOTEL SmartBed™, which can transform from a flatbed to a sofa with the touch of a button, and tech-forward features like automated luggage storage.
Hilton has also established a new “Select by Hilton” brand. YOTEL hotels will join the brand and are expected to be available for booking through Hilton channels later in 2026.
Hilton says that “Select by Hilton is designed to grow into a brand that creates new ways to stay for guests, with the trust, confidence, and perks they expect from Hilton. High-quality, established hotel brands that join Select by Hilton will retain their own identity and brand management while they connect to the award-winning Hilton Honors loyalty program and enjoy the benefits of Hilton’s superior distribution and technology platforms.”
Once integrated into Hilton’s network, Hilton Honors members staying at participating YOTEL properties will enjoy the benefits of Hilton Honors, the award-winning guest loyalty program for Hilton’s world-class brands.
