The developer of Hilton’s two newest brands, Matthew Schuyler, will be leaving the company in 2024. Hilton and its chief brand officer, Schuyler, have agreed that he will move to a short-term advisory role with the company at the start of 2024 and should fully depart by the end of June. The reasoning for the exit was not provided, but it is notable since Schuyler played a pivotal role in creating Hilton’s premium economy Spark brand, which is on track to eventually become Hilton’s largest brand by property count.
Schuyler first joined Hilton in 2009 as the company’s chief human resources officer before being promoted to chief administrative officer in 2020. He has served as chief brand officer since March of 2021. During his tenure, Schuyler had a significant impact on Hilton’s success, laying the foundation for a best-in-class workplace culture as the chief human resources officer and leading the brand organization to new heights.
Hilton’s spokesperson stated, “During his tenure, Matt had an unmistakable impact on our success — laying the foundation for our best-in-class workplace culture as Chief Human Resources Officer and, in more recent years, leading our brand organization to new heights, including countless milestones and the launch of several new brands.”
The spokesperson did not provide a reason for Schuyler’s exit, and it is unclear whether the company’s CEO will comment on his departure. However, his departure comes at a curious time as Hilton’s brands have been thriving under his leadership.
Spark, the premium economy brand that Schuyler brought to market, has more than 100 hotels in development and an additional 400 ongoing deal conversations. Hilton’s CEO, Christopher Nassetta, expressed his excitement about Spark’s potential, stating that it has the opportunity to be a value contributor in the billions of dollars for the company and its shareholders.
Nassetta also mentioned Project H3, Hilton’s new extended-stay brand, which provides the company with an option in the lucrative business of longer hotel stays. On an investor call in October, Nassetta revealed that there were 350 H3 deals in negotiation.
These developments indicate that Schuyler’s efforts to expand Hilton’s presence in the economy and midscale sector were successful. However, his departure does not necessarily mean that Hilton will backtrack on its focus on more affordable brands. The company has a new luxury lifestyle brand in the works, according to comments made on Hilton’s recent earnings calls.
Chris Silcock, Hilton’s chief commercial officer, will take on the role of president of global brand and commercial services at the start of 2024 as part of the transition. The company’s filing with the U.S. Securities and Exchange Commission stated that Schuyler’s roles and responsibilities as executive vice president and chief brand officer will be distributed throughout the company’s leadership structure.
In conclusion, Matthew Schuyler, the developer of Hilton’s two newest brands, will be leaving the company in 2024. Schuyler played a crucial role in creating the premium economy Spark brand, which is expected to become Hilton’s largest brand by property count. His departure comes at a time when Hilton’s brands are thriving, with Spark and Project H3 showing significant potential. However, Hilton is unlikely to abandon its focus on affordable brands, as it has a new luxury lifestyle brand in the works. Chris Silcock will take on a new role as part of the transition, and Schuyler’s responsibilities will be distributed throughout the company’s leadership structure.