Hilton is strengthening its position in the lifestyle hospitality segment across the EMEA region through an ambitious expansion strategy that combines new openings, brand development and strategic partnerships. Among the most notable projects is the launch of Quiete Taormina Naxos, Tapestry Collection by Hilton, scheduled to open next summer in Sicily with 103 rooms and a full range of upscale amenities, further consolidating the brand’s presence on the island.

At the same time, the group has announced multiple new agreements across key European markets, including France, Germany, the United Kingdom and Ireland, marking the continued rollout of its lifestyle brands such as Tapestry Collection and Motto.

In parallel, Hilton has introduced its 27th brand, Select, developed in partnership with Yotel, an international operator with a growing portfolio in major global cities. This collaboration supports Hilton’s objective to expand its lifestyle offering beyond 200 properties in the EMEA region, with more than 100 hotels currently in development. Overall, the strategy reflects a strong focus on diversification, international growth and the increasing relevance of lifestyle concepts within the global hospitality industry.