Hilton Launches Undergraduate by Hilton, Accelerating Lifestyle Portfolio Growth | News

Hilton today announced the launch of Undergraduate by Hilton, a new upper mid-market brand designed to serve a broader range of college and university markets. Building on the success of Graduate by Hilton, the brand introduces a complementary expression of hospitality in a university town. Undergraduate will expand Hilton’s presence with a flexible model designed to unlock development opportunities at scale and a cost structure suited to demand in more campus-driven markets.

The brand has long-term expansion potential of 400 to 500 hotels, with the first location expected to open in 2027. This is in addition to the market opportunities identified for the Graduate brand.

Undergraduate by Hilton is designed for travelers visiting college towns, from students and families to alumni, sports fans, business travelers and conference attendees. These destinations see consistent year-round demand for tours, athletic weekends and campus meetings, often putting pressure on hotel availability – especially when it comes to options that balance character, quality and price. Undergraduate responds to this dynamic with a campus-based hotel concept that reflects the social rhythms of student life, combined with the consistency and reliability of a Hilton stay, providing a more flexible, accessible addition to the Graduate by Hilton experience.

“We saw a clear opportunity to bring the energy, design and experiences people love in campus communities to more college towns with this new brand. Undergraduate by Hilton unveils an exciting new era of hospitality in college towns, expanding the way we champion campus-connected travelers – offering more lodging options while supporting disciplined, long-term growth across our portfolio,” said Chris Nassetta, president and CEO of Hilton. “Undergraduate reflects the continued momentum of our Lifestyle portfolio, which is one of the most dynamic areas of expansion for our business as we plan to grow to 700 Lifestyle hotels worldwide by 2028, with 60 opening this year alone.”

Each Undergraduate by Hilton property is designed to balance development efficiency with a guest experience that feels energized and rooted in the pace of student life. With a model that supports both new construction and conversions near campus, the brand combines a structured, scalable approach with thoughtful opportunities for owners to reflect the spirit of their local campus communities while delivering the consistency guests expect from Hilton. Key elements include:

Social public spaces built to feel always on, off campus, with a dynamic lounge and library-inspired spaces to welcome guests, students and locals throughout the day.
A prototypical approach that is cohesive yet flexible, allowing hotels to easily and enthusiastically capitalize on their local university culture through authentic customization, a robust arts program and simple details described as ‘retro in all the right ways’.
The guestrooms are designed as ‘creative classrooms’ that support a range of accommodation options, combining bold, purposeful design with adaptable layouts, anchored by a dedicated study corner and functional storage space.
A barista-led all-day market and social space designed as an energetic off-campus gathering place, with grab-and-go shops, curated essentials and cult-favorite items designed for on-the-go convenience from morning to night.
A cocktail program powered by Authentic Hospitality, the group behind vibrant New York City venues like Ray’s and Pebble Bar, enhances the bar offering for properties seeking a more elevated experience. Channeling the spirit of a favorite college dive bar, the menus playfully elevate campus classics.
“We are continually evolving the way we connect with the next generation of travelers by creating new ways to stay in the places that matter most to them,” said Chris Silcock, president, global brands and commercial services, Hilton. “With Undergraduate by Hilton, we are broadening the stay experiences we offer, pairing community-led experiences with the scale of Hilton’s global platform to expand choice and deliver long-term value for owners.”

Continued momentum in Hilton’s lifestyle portfolio
Undergraduate joins Hilton’s rapidly growing Lifestyle portfolio, which is expected to grow to 700 hotels worldwide by 2028, driven by continued demand for design-led, culturally relevant and experiential stays.

Undergraduate complements Graduate by Hilton, the company’s fully customized, design-driven lifestyle brand in college destinations, which has nearly 60 hotels in various stages of development in new collegiate markets such as Tuscaloosa, Ala.; Manhattan, Kan.; Syracuse, NY; Savannah, GA; Laramie, Wyo.; Flagstaff, Ariz.; and Boulder, Colorado.
Recent new brand launches, including Outset Collection by Hilton, which recently opened locations in San Diego, California and Richmond, Virginia, and Hilton’s exclusive agreement with lifestyle brand YOTEL, the first brand under Select by Hilton, have fueled one of Hilton’s fastest-growing categories.
The growth of Collections brands such as Curio Collection by Hilton and Tapestry Collection by Hilton has also reinforced Hilton’s commitment to Lifestyle growth, as both brands have surpassed 200 retail properties worldwide.
A new generation of Canopy Hotels – Hilton’s first Lifestyle brand, characterized by high-end design, artisan food and beverage and local sensibility – is also driving the category’s expansion through its evolution with upcoming openings in top destinations such as Bangkok; Milan; Deer Valley, Utah; and New York City.
Motto by Hilton will triple its portfolio by accessing new global markets such as Shanghai; Sydney; and Paris.
With more than 70 hotels in development, Tempo by Hilton continues to pick up the pace, with openings this year in Nashville, Tennessee; Savannah, GA; and Washington, DC, with more properties coming soon in destinations including San Diego, California, and Mesa, Ariz.
Undergraduate by Hilton will participate in Hilton Honors, the award-winning guest loyalty program for Hilton’s portfolio of world-class brands and exclusive partners, including Explora Journeys, Small Luxury Hotels of the World, AutoCamp and more. The more than 250 million Hilton Honors members who book directly through Hilton’s preferred channels have access to instant benefits and contactless technology exclusively through the industry-leading Hilton Honors app.