Hilton plans a lifestyle hotel expansion in Iceland

17.06.2024 - 21:35 / thepointsguy.com / Kevin Osterhaus

Hilton's global expansion of its lifestyle hotel portfolio now includes Iceland.

The hotel giant plans to open two of its lifestyle hotels in Iceland, one in Reykjavik and the other in the northern part of the country.

More details are available about the property planned for the northern Icelandic countryside, where Hilton plans to open the Akureyri "Skald" Hotel, Curio Collection by Hilton, in Akureyri in the summer of 2025. The 70-room hotel will include a lobby bar, an all-day restaurant and an "innovative social club concept," according to the brand. Akureyri is popular with tourists due to its proximity to the Diamond and Arctic circles — ideal for those looking to observe the northern lights.

The second Icelandic lifestyle hotel for Hilton is slated to open in spring 2026 in Reykjavik, but details about what brand the "premium lifestyle accommodation" hotel will fall under aren't yet public. The planned 170-room property will have an emphasis on sustainability as well as "natural materials and thoughtful design."

"Iceland is an incredibly popular travel destination and we are excited to expand our portfolio of properties in Reykjavik, as well as bring the first internationally branded hotel to the Icelandic countryside in Akureyri," Nick Smart, Hilton's vice president of development for the U.K., Ireland and Nordics, said in a statement. "Hilton's lifestyle brands have consistently generated opportunities for growth in European markets and, together with owners like Bohemian Hotels ehf., we are excited to further establish our presence in Iceland."

This expansion boosts Hilton's existing four-hotel portfolio in Iceland, which features two Curio Collection properties, a Canopy by Hilton, and a namesake Hilton hotel. The growth also fuels Hilton's plan to double its lifestyle hotel count globally within the next four years.

The company has added brands like Graduate and NoMad in recent months, and the planned lifestyle hotel ramp-up includes 100 hotel openings happening this year alone.

"Hilton's lifestyle brands are aspirational, design-led, and experiential with authentic points of view reflected in every aspect of the stay," Kevin Osterhaus, Hilton's president of global lifestyle brands, said in a statement earlier this month. "I look forward to building on the category's success and continuing Hilton's commitment to pushing the boundaries of what it means to be a lifestyle brand."

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