How Did Hotel Brands Evolve in 2024?

A year of strategic launches, deals, and transformations

2024 may not have seen a surge of new hotel brand launches, but it was a year marked by significant mergers, acquisitions, and strategic initiatives that reshaped the hospitality industry.

Key Highlights of 2024

January

• Jan. 9: Hilton announces its new apartment-style, extended-stay brand, LivSmart Studios by Hilton.
• Jan. 22: Wyndham Hotels & Resorts and SBE unveil plans for a joint lifestyle brand, Project HQ Hotels & Residences, alongside Choice Hotels’ continued takeover bid for Wyndham.

February

• Feb. 1: Travel + Leisure Co. acquires Accor Vacation Club.
• Feb. 6: H.I.G. Capital launches Ella Hotels & Resorts, with a focus on Greek island resorts.
• Feb. 21: Choice Hotels’ CEO signals confidence in acquiring Wyndham, though the bid is later abandoned.
• Feb. 23: Hyatt sells an 80% stake in its Unlimited Vacation Club.

March

• March 14: Hilton acquires Graduate Hotels.
• March 27: Hilton partners with glamping brand AutoCamp.

April

• April 2: Wyndham partners with upscale extended-stay brand WaterWalk.
• April 3: Hilton secures a controlling interest in Sydell Group, eyeing expansion of the NoMad Hotels brand.

June

• June 4: Marriott unveils its conversion-friendly midscale concept, Project Mid-T.
• June 14: LVMH and Accor announce plans to relaunch the Orient Express brand.
• June 20: Accor’s Ennismore division invests in the sustainability-focused luxury brand Our Habitas.

July

• July 5: Room Mate Hotels acquires Staying Valencia, while BWH Hotels partners with Braintrust Hospitality.
• July 9: NUMA Group acquires Native Places, a U.K.-based aparthotel and serviced-apartment brand.

August

• Aug. 19: Marriott partners with Sonder Holdings, integrating Sonder by Marriott Bonvoy, adding 9,000 units.
• Aug. 20: Hyatt announces plans to acquire Standard International, owner of The Standard and Bunkhouse Hotels.

October

• Oct. 2: Hyatt finalizes the acquisition of Standard International.
• Oct. 8: Marriott expands its midscale footprint with Project Mid-T, transforming its City Express acquisition into a U.S.-based brand.
• Oct. 28: Hyatt increases its all-inclusive portfolio through a joint venture with Grupo Piñero, adding the Bahia Principe properties.

November

• Nov. 6: Indian Hotels Co. acquires a 55% stake in lifestyle brand Tree of Life.

December

• Dec. 12: Marriott announces the acquisition of outdoor accommodation brand Postcard Cabins.
• Dec. 16: Minor International delists NH Hotel Group from the Madrid Stock Exchange.
• Dec. 17: Oyo completes its purchase of G6 Hospitality, parent of Motel 6.

The strategic moves of 2024 underscore the evolving nature of the hospitality sector. From expansion into new niches to embracing sustainability and tech-forward initiatives, hotel brands are adapting to meet the diverse demands of travelers and stakeholders worldwide.

Hotel Experts used original content from CoStar.com for this article.