An exclusive agreement with YOTEL as part of the new Select by Hilton brand was announced yesterday, Thursday, March 19, 2026, as YOTEL becomes the first independent brand to participate in the global distribution platform of Hilton under the Select by Hilton umbrella of affiliated brands.
Exclusive Agreement With YOTEL as Part of New Select by Hilton Brand Announced
The 23 highly efficient hotel properties of YOTEL in urban markets across ten countries will be accessible through the commercial channels of Hilton later in 2026 and will eventually be integrated with the Hilton Honors membership program. YOTEL was established in London in 2007; will continue to independently manage and license its brand with a goal of more than tripling its portfolio in the coming years; and has pioneered ways to meet the changing needs of guests through stays that feature smart room design and clever features that are enabled by technology.
YOTEL has extended its innovative brand to hotels in key markets like New York, Tokyo, Amsterdam, Glasgow, and Singapore with smart, efficient room designs that feature the YOTEL SmartBed — which can transform from a flatbed to a sofa with the touch of a button — and automated luggage storage.
Select by Hilton: Brand Number 27
Select by Hilton — which is brand number 27 for Hilton and is the new affiliation model of the multinational lodging company — was created to bring lodging portfolios that are already established and of high quality into the Hilton ecosystem without changing their unique aspects. Those lodging portfolios get to retain their own identities and brand management while simultaneously connecting to the Hilton Honors membership program and enjoy the benefits of the superior distribution and technology platforms of Hilton. Select by Hilton is designed to grow into a brand that creates new ways to stay for guests — with the trust, confidence, and perks that they expect from Hilton.
Under Select by Hilton, the Hilton brand increases visibility and demand for YOTEL without altering the experience that defines YOTEL’s brand, which will continue to operate with the same quality, intelligent design, and service style. YOTEL has not been acquired by Hilton and therefore is not a brand of Hilton.
Final Boarding Call
Over the years, I had considered staying in a YOTEL at least twice because each time, a YOTEL property was located inside of an airport terminal — but despite a reputation of supposedly being a low-cost lodging option with very small rooms, the room rates at the YOTEL properties at those airport locations were too expensive and outweighed the convenience, in my opinion.
Although details have yet to be announced, approximately 250 million members of the Hilton Honors membership program will likely earn the lower rate of five Hilton Honors points per United States dollar for stays at YOTEL properties; and members will also be able to redeem Hilton Honors points at YOTEL properties. Benefits for members of the Hilton Honors membership program who have earned elite status also have not been announced at the time this article was published.
Once YOTEL properties are integrated into the Hilton network, American Express Free Night Certificates will be redeemable at participating YOTEL properties — but I would personally use them for more aspirational hotel and resort properties.
YOTEL Club is an existing membership program of YOTEL whose members were able to book reservations at a discount of 20 percent. The fate of YOTEL Club is currently uncertain with regard to the aforementioned agreement with Hilton; but in order to enjoy the benefits that are offered by the Hilton Honors membership program, stays at YOTEL properties must be booked through the official channels of Hilton.
Now that YOTEL will participate in the Hilton Honors membership program, perhaps I will look into staying at one — and when that happens, I will write an article about my experience here at The Gate With Brian Cohen.
Photograph ©2022 by Brian Cohen.
