Wait. Hilton has 27 brands. I know. I’m trying to keep track too. But yes, the big hospitality giant is launching Select by Hilton, its newest collection, anchored by a deal with the quirky, affordable city chain Yotel. The switch goes live on July 15.
What Is This “Select” Thing Anyway
Hilton dropped the hint back in March. They’re framing Select not as a brand but as a collection. Think of it like a digital port for hotels. They take existing chains and slot them into the Hilton ecosystem while letting those chains keep their own look, feel, and management style. It’s similar to Marriott’s Tribute Portfolio strategy, really. Just plug into the Hilton Honors loyalty program and tap into Hilton’s massive distribution network and tech backbone. Simple. Effective.
Why Yotel Fits
Yotel isn’t your typical hotel chain. They built a name on tech, affordable rates, and designs that don’t look like they came from a 1970s catalog. The London-born company started at London Gatwick Airport in 2007—fitting for travelers who treat sleep like an inconvenience.
By 2011, they made landfall in New York City, complete with a robotic luggage porter that grabbed attention faster than a press release could. Now? They have 23 properties across 10 countries. Think Amsterdam. Boston. Edinburgh. London. Miami. NYC. San Francisco. Singapore. Tokyo. D.C.
They break their locations into three types.
- Yotel: Standard city center stays.
- Yotelair: Near airports, because some people hate transit.
- Yotelpads: Extended stay units for the longer trips.
The roadmap gets interesting here. New openings are slated for Kuala Lumpur this year, Athens by 2027, plus Belfast and Lisbon hitting in 2028? Ambitious, to say the least.
The Points Situation (Read Carefully)
Here is the catch, and it matters. When Yotel hotels integrate starting July 15, you can book them direct through Hilton and earn Hilton Honors points. If you booked with Yotel directly and the details match your account? You’re still good. The points transfer over.
Most properties will be fully in the fold by early September. The old Yotel Club? Dead. Current members will get invited to Hilton Honors, likely with tailored offers and maybe some fast-tracked status based on where you’ve been before.
But let’s talk math. You aren’t earning full-service points here. No 125 points per dollar Conrad luxury here. Yotel stays pay 5 points per dollar. Same as Home2 Suites or Tru. It’s a budget rate for budget properties. Elite bonuses still apply. Fifth-night-free works too.
Is it worth burning your free-night certificates on a budget hotel? Probably not. Save those nights for the big scores.
The strategy seems clear. Hilton wants volume. Yotel offers cheap rooms in cities where travelers already are. You get a place to crash in Tokyo or New York, you get some points, Hilton gets another check. Everyone wins except maybe your wallet, but honestly? It’s cheap enough.
What do you think about turning robot-luggage hotels into points machines?
