Hilton's Next Move

Hilton plans to build new brands again.

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Hilton has spent the post-pandemic years growing its brand portfolio mostly through acquisitions such as Graduate and NoMad. That's about to change. In an exclusive interview, chief development officer Christian Charnaux told Skift that organic brand launches are coming "in short order," part of CEO Chris Nassetta's push toward a portfolio of more than 30 brands.

Charnaux also pulled back the curtain on RISE, a little-discussed program that discounts franchise fees for consistently high-performing hotels. For owners being asked to bet capital on unproven new brands, that context matters.

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