Hilton has introduced a new hotel brand, Undergraduate by Hilton, as part of its strategy to enhance its lifestyle portfolio.
The Undergraduate brand builds on the Graduate by Hilton concept, which Hilton acquired in 2024. This new brand allows for the development of upper-midscale hotels as both conversions and new constructions in various college towns and markets.
Chris Nassetta, president and CEO of Hilton, stated, “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.” He noted that the launch of Undergraduate by Hilton marks a significant advancement in college-town hospitality.
Nassetta also highlighted Hilton’s goal to expand its lifestyle portfolio to 700 hotels globally by 2028, including 60 openings this year. Other brands in Hilton’s lifestyle portfolio include Outset, Tapestry, Curio Collections, Canopy Hotels, Motto by Hilton, and Tempo by Hilton.
The first Undergraduate by Hilton property is projected to open in 2027. The brand will prioritize locations close to college campuses and offer adaptable public spaces. This approach targets a diverse range of travelers, including students, alumni, families, and business visitors, acknowledging the demand for hotel availability in these areas.
Chris Silcock, president of global brands and commercial services at Hilton, said, “With Undergraduate by Hilton, we’re broadening the stay experiences we offer, pairing community-led experiences with the scale of Hilton’s global platform.”
Source: www.travelmarketreport.com via Google News.
