Hilton CEO Sees More Room to Improve Owner Margins
Hilton President and CEO Christopher Nassetta said at the Skift Global Forum in New York City that hotel owners have had an abnormal, difficult decade — from the aftermath of the 2008 financial crisis and anemic growth in 2017-2018, to the pandemic wiping out more than 90% of revenue, a stimulus-fueled recovery, and then weak growth with high inflation. He said he began developing a response in late 2024 and early 2025; Hilton launched Project Rise last June and rolled it out this year, committing to return 75 to 100 basis points of incremental margin to owners.
Impact and considerations
Hilton's Project Rise margin giveback shows major hotel groups are trying to stabilize their expansion pipeline by improving franchisee economics — relevant to corporate travel buyers who depend on negotiated hotel rates and brand investment.
Key points
- Hilton President and CEO Christopher Nassetta said at the Skift Global Forum in New York City that hotel owners have had an abnormal, difficult decade.
- He traced the difficulties from the aftermath of the 2008 financial crisis and anemic growth in 2017-2018, to the pandemic wiping out more than 90% of revenue, a stimulus-fueled recovery, and then weak growth with high inflation.
- Nassetta said he began developing a response in late 2024 and early 2025.
- Hilton launched Project Rise last June and rolled it out this year, committing to return 75 to 100 basis points of incremental margin to owners.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 24 Sept 2026, 00:38
- Page published
- 24 Sept 2026, 00:53
- Last updated
- 24 Sept 2026, 00:38
- Original links
- Skift Feed：Hilton CEO Sees More Room to Improve Owner Margins (opens in a new tab)Primary source · en · Published 24 Sept 2026, 00:38