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.

The brands that define an industry get built before the market proves them right. If you're launching one, the IDEA Awards put it in front of the people who decide what works.

Judged by leaders from Hilton, IHG, Accor, Marriott, and Carnival, with winners taking a Skift Global Forum stage. Final entry deadline July 1.

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With Skift Global Forum just 3 months away, revisit the key insights from last year and start thinking about the conversations you'll want to be part of in 2026.

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Everyone wants to build the AI agent that plans your trips. The question is who travelers will trust enough to let into their lives.

Seth Borko and Gilad Berenstein discuss why the future of travel may come down to a new trust layer between consumers, brands, and AI.

How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here.

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