Hilton’s budget brand mastermind curiously set to depart the company

08.12.2023 - 13:45 / thepointsguy.com / Leeny Oberg / Anthony Capuano / Chris Nassetta / Matt Schuyler

The developer of Hilton's two newest brands is leaving the company in 2024.

Hilton and its chief brand officer, Matthew Schuyler, "agreed that Mr. Schuyler would move to a short-term advisory role" with the company at the start of 2024 and should fully depart by the end of June, according to a company filing with the U.S. Securities and Exchange Commission.

The reasoning for the exit was not provided. It is notable since Schuyler played a pivotal role in creating the premium economy Spark brand, which company leaders frequently tout as on track to eventually be Hilton's largest brand by property count. But his CBO title also means he was overseeing the entirety of Hilton's brand portfolio, from Tru and Home2 Suites to Waldorf Astoria.

Schuyler first joined Hilton in 2009 as the company's chief human resources officer before being promoted to chief administrative officer in 2020. He has served as chief brand officer since March of 2021.

"We recently announced that Matt Schuyler, Chief Brand Officer, will be stepping down from his current role after 15 years with Hilton," a company spokesperson said in a statement to TPG. "During his tenure, Matt had an unmistakable impact on our success — laying the foundation for our best-in-class workplace culture as Chief Human Resources Officer and, in more recent years, leading our brand organization to new heights, including countless milestones and the launch of several new brands."

The spokesperson did not give a reason for Schuyler's exit. It does come at a time when the industry puts increased focus on real estate background in the C-suite. Marriott CEO Anthony Capuano is widely seen as succeeding the late Arne Sorenson thanks to his prowess in development and dealmaking. The company's chief financial officer, Leeny Oberg, is now also executive vice president of development, as of February of this year.

Just last week, ex-JLL Hotels & Hospitality CEO Gilda Perez-Alvarado — a widely respected and influential voice in the hotel real estate orbit — was named CEO of Orient Express following an earlier career shift to being Accor's chief strategy officer (a position she'll maintain on top of the newer job atop the ultra-luxury brand).

Hilton CEO Chris Nassetta did not comment publicly on Schuyler's departure, but there was a memo to Hilton team members provided to TPG following the initial publication of this story showing Nassetta's company-wide well wishes to Schuyler that also signaled the departure as a corporate reorganization:

"As we look to 2024, we have an incredible opportunity ahead of us. Our award-winning brands continue to be the best in the business. Our commercial engine is delivering greater ROI than our competitors. And we continue to seize