:
US: Hilton is expanding its presence in university markets with the launch of Undergraduate by Hilton, an upper-midscale brand complementary to Graduate by Hilton.
The new brand follows Hilton’s acquisition of Graduate Hotels in 2024.
Hilton said Undergraduate by Hilton hotels will take inspiration from local college towns and communities while targeting a broader range of university markets than Graduate by Hilton.
The brand has a long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. Key features will include:
- Social public spaces
- Guest rooms designed as “creative classrooms”
- A barista-led, all-day market
- A cocktail program powered by Authentic Hospitality
Hilton plans to grow the Undergraduate brand through both new build and conversion opportunities, with projects located in close proximity to college and university campuses.
“We saw a clear opportunity to bring the energy, design and experiences people love about campus communities to more university towns with this new brand,” said Chris Nassetta, president and CEO, Hilton. “Undergraduate reflects the ongoing momentum of our lifestyle portfolio, which is one of the most dynamic areas of expansion for our company as we plan to grow to offer 700 Lifestyle hotels globally by 2028, with 60 opening this year alone.”
The launch comes as Hilton continues to grow its lifestyle hotel division. Curio Collection by Hilton and Tapestry Collection by Hilton have both now surpassed 200 hotels globally, with additional openings planned across the US, Europe, Asia and Africa.
Highlights:
- Hilton has launched Undergraduate by Hilton, an upper-midscale lifestyle hotel brand targeting university markets following its 2024 acquisition of Graduate Hotels.
- Undergraduate by Hilton has long-term growth potential of 400 to 500 hotels, with the first property expected to open in 2027.
- The brand will feature campus-inspired guest rooms, social public spaces, a barista-led market, and a cocktail programme powered by Authentic Hospitality.
- Hilton plans to expand Undergraduate by Hilton through new-build and conversion projects located near college and university campuses across multiple markets.
- The launch supports Hilton’s strategy to grow its lifestyle portfolio to 700 hotels globally by 2028, with 60 lifestyle hotel openings planned this year.
