Hilton Forges Exclusive Partnership with YOTEL Under Innovative ‘Select by Hilton’ Brand
In an unprecedented move to broaden its global reach in the lifestyle hotel sector, Hilton unveiled an exclusive partnership with YOTEL on March 19, 2026. This marks the debut of its innovative “Select by Hilton” brand platform. This distinctive agreement incorporates YOTEL’s 23 tech-forward properties across 10 countries into Hilton’s distribution network, bypassing the need for a traditional acquisition.
Contrasting Marriott’s recent acquisition of citizenM, Hilton’s inventive strategy enables YOTEL to maintain independent management while benefiting from Hilton’s global distribution channels and the Hilton Honors loyalty program, which boasts nearly 250 million members. This partnership signifies a capital-light strategy for Hilton to augment its portfolio by collaborating with established brands instead of outright purchases.
YOTEL, established in London in 2007, is renowned for its compact, efficiently designed rooms known as “cabins”. These cabins are equipped with smart technology, including the YOTEL SmartBed™, which can transform from a flat bed to a sofa, and automated luggage storage. The brand currently operates in major cities such as New York, Tokyo, Singapore, Amsterdam, Boston, Miami, and San Francisco.
Hilton Honors members can look forward to earning 5 base points per dollar spent at participating YOTEL properties. The first hotels are expected to be bookable through Hilton channels later in 2026. YOTEL has ambitious growth plans to more than triple its portfolio in the coming years, with upcoming openings scheduled in Kuala Lumpur (2026), Athens (2027), Belfast (2028), Lisbon (2028), and NEOM (2029).
Source: Hilton Announces Exclusive Agreement with YOTEL