Hilton expands rapidly in 2025 as development and conversions drive growth

Brand diversification and owner demand underpin continued global pipeline expansion

Hilton significantly increased its global footprint in 2025, adding close to 800 hotels and approximately 100,000 rooms, resulting in net unit growth of 6.7%. Expansion was largely driven by conversion activity and continued owner interest, particularly across luxury, lifestyle, and soft-brand segments. The company also expanded its geographic reach, entering new markets while deepening its presence in established regions. Looking ahead, Hilton’s development pipeline suggests sustained growth, though execution and market conditions will shape outcomes.

Key takeaways

• Net unit growth remains elevated: Hilton’s 6.7% net unit growth in 2025 places it among the faster-growing global hotel groups, supported by both new builds and conversions.
• Large development pipeline: The company ended the year with more than 520,000 rooms under development, equivalent to roughly one-fifth of all hotel rooms currently under construction globally.
• Conversions as a growth lever: Nearly 40% of openings came from conversions, reflecting owner interest in affiliating independent hotels with established distribution and loyalty platforms.
• Portfolio diversification: New brands targeting apartment-style stays and independent hotels indicate a continued shift toward flexible brand structures rather than traditional flag development.
• Luxury and lifestyle expansion: Hilton continued to grow its higher-end segments, adding more than 200 properties and entering additional countries, though these brands remain a minority of total system scale.
• Moderate growth outlook: Management expects net unit growth of 6–7% in 2026, signaling confidence in the pipeline while acknowledging broader economic and demand uncertainties.

Source: Hilton

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