Executive Bio - Phil Cordell
Phil Cordell is one of the nation’s leading hospitality industry experts. After more than 35 years of launching some of the world’s most iconic hospitality brands for Hilton, he now serves as the global category head of lifestyle brands at Hilton and global brand head of Canopy by Hilton. In this role, Phil oversees the strategic growth and development of Hilton’s lifestyle brands, including Canopy by Hilton, Motto by Hilton and Tempo by Hilton.
Previously, Cordell served as global head of new brand development. In this role, he used 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 was responsible for the inception and development of new Hilton brands and cultivation and enhancement of existing brands in development.
In late 2018, Cordell launched Motto by Hilton – a micro-hotel brand in key urban markets. Motto delivers a compact guest room combined with highly localized food and beverage offerings, with hotels under development in key cities globally. 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, launching it in many countries in Europe. In addition, Cordell collaborated 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, with over 100 hotels now open and hundreds more in the pipeline to open in the coming years. 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.