Hilton Honors Adds Yotel Hotels Starting July 15

Hilton announced the integration of Yotel hotels into its Hilton Honors loyalty program, effective July 15. This partnership marks the debut of Hilton's new "Select by Hilton" brand, which aims to incorporate established hotel chains into the Hilton ecosystem while allowing them to maintain their individual identities. Yotel, known for its affordable, design-focused accommodations catering to urban travelers, will be the first chain to join this initiative.

Starting next week, Hilton Honors members will be able to book stays at Yotel properties directly through Hilton channels and will earn and redeem Hilton Honors points for their stays. This move expands the reach of the Hilton Honors program to Yotel's 23 existing hotels located in 10 countries, including major cities like New York, London, Tokyo, and Singapore. The company also has plans for future openings in Kuala Lumpur, Athens, Belfast, and Lisbon.

The "Select by Hilton" brand is described as a collection rather than a standalone brand, similar to Marriott's Tribute Portfolio. It is designed to bring high-quality, existing hotel brands into the Hilton network, providing them access to Hilton's distribution and technology platforms while connecting them to the Hilton Honors loyalty program. Yotel, founded in 2007 with its first hotel at London Gatwick Airport, comprises three sub-brands: Yotel for city centers, Yotelair near airports, and Yotelpads for extended stays.

This franchise agreement with Yotel is the cornerstone of the "Select by Hilton" launch. The integration is expected to benefit both Hilton Honors members, who gain more options for earning and redeeming points, and Yotel, which gains access to Hilton's extensive booking channels and loyalty base. The partnership signifies Hilton's strategy to broaden its portfolio by partnering with unique, established brands.