Phil Cordell is one of the nation’s leading hospitality industry experts, spending more than 35 years launching and developing some of the world’s most iconic hospitality brands for Hilton. Currently, he serves as the Global Category Head of Lifestyle and New Brands at Hilton. In this role, Phil oversees the strategic growth and development of Hilton’s Lifestyle Brands, including Canopy by Hilton, Curio Collection by Hilton, Tapestry Collection by Hilton, Tempo by Hilton and Motto by Hilton.
In Cordell’s role as global brand head of new brands, he uses his extensive industry knowledge and deep strengths as an innovator and pioneer to successfully launch new brands for the company. With his finger on the pulse of consumer trends, his forward-thinking and entrepreneurial mindset, and a track record of successful brand development. Cordell is responsible for the inception and development of new Hilton brands.
In late 2018, Cordell launched Motto by Hilton, a travel-sized urban lifestyle hotel brand designed to help guests live like a local in prime global locations. Motto was the pioneer behind Hilton’s Confirmed Connecting Room technology, launched in 2021. In early 2020, his team launched Tempo by Hilton – a new approachable lifestyle brand – designed to help today’s modern achievers be their best selves when they travel. Through a unique combination of thoughtful design, brand collaborators and uplifting service, Tempo is poised to be an industry leading upscale brand in the years ahead.
Prior to new brand development, Cordell led the focused service brands for Hilton, including the legendary Hampton by Hilton brand. Cordell and his team helped grow Hampton into the largest hotel brand in America by focusing on what customers really want – consistent delivery of the basics, with unexpected touches, and a spirit of "Hamptonality" service. This focus on the customer earned Hampton a 2012 J.D. Power & Associates "Customer Service Champion" award and made Hampton the only hotel brand in the world to top the "Franchise 500" list for three consecutive years.
Cordell also expanded the Hampton brand outside of the Americas, including collaborating with Plateno Hotels Group to introduce Hampton by Hilton in China, burnishing his credentials as a business leader who understands how to take a global brand overseas and make it local. The first Hampton hotel in China opened in 2015, and by the time Cordell completed his tenure as head of Hampton, the brand included more than 2,300 hotels in 29 countries.
In addition to Hampton, Cordell also led Hilton Garden Inn and developed two of the hospitality industry’s most successful new brands, Home2 Suites and Tru by Hilton. Cordell was responsible for all aspects of Hilton’s focused service brands, including strategy, international development, strategic brand positioning, product and service standards, brand culture, brand communications, hotel operations support and franchise relations.
As a top Hilton executive beloved in the industry for beginning his career as general manager of a single Hampton hotel and rising through the ranks, Cordell has keen insights into hospitality trends, what these trends mean for the economy, and the thinking and spending habits of the average American consumer.