Discover Hilton's Exciting New Lifestyle Collection: Welcoming Its 25th Brand

Hilton is set to mark a significant milestone with the launch of its 25th brand: the Outset Collection by Hilton. This new addition aims to attract guests seeking boutique hotel experiences with unique identities.

The Outset Collection will begin welcoming guests later this year, with bookings opening in November. While specifics about the inaugural locations remain under wraps, Hilton promises that the brand will showcase “signature hospitality” in unexpected settings, like urban centers, small towns, and adventurous spots.

Initial destinations include a basecamp in Moab and a boutique hotel in California, with plans for up to 500 properties across the U.S. and Canada. Chris Nassetta, Hilton’s president and CEO, emphasizes that this expansion will offer more ways for guests to connect with Hilton.

What’s cool about the Outset Collection? Each hotel will have its own style, allowing for a personalized experience. Chris Silcock, president of global brands at Hilton, noted that independent hotels can thrive when they maintain their unique character while benefiting from a global hospitality leader.

Hilton isn’t the only player in this growing market. Marriott recently launched a similar brand, Series by Marriott, to enhance its regional presence while maintaining a strong loyalty program. Hyatt is also in the game with its Unscripted by Hyatt brand, which focuses on flexibility and local flair.

According to recent surveys, lifestyle hotels are becoming increasingly popular among travelers who prioritize unique experiences. This trend shows a clear shift from traditional hotel stays to more personalized accommodations, aligning with what savvy travelers now seek.

Hilton’s strategic direction, pairing unique properties with a powerful loyalty program, is designed to attract both guests and hotel owners. These conversion properties, like those in the Outset Collection, allow hotels to leverage established brand recognition without the high costs of building new properties.

As competition heats up in the lifestyle hotel sector, travelers can look forward to a wider variety of places to stay. For Hilton Honors members, this means even more opportunities to book unique experiences with their points.

For more insights on travel trends and hospitality news, check out [Travel Weekly](https://www.travelweekly.com) for the latest updates.

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