Hilton Debuts Undergraduate by Hilton, a New Lifestyle Brand

Hilton has just launched its newest hotel brand, Undergraduate by Hilton, as the company continues to grow its lifestyle portfolio. 

Undergraduate by Hilton builds upon the Graduate by Hilton brand, which Hilton acquired in 2024 and has expanded with properties in Dallas and Princeton. With Undergraduate by Hilton, the company extends the college town hospitality concept with more flexibility to open the upper-midscale hotels as both conversions and new builds in a broader range of markets near colleges and universities. 

“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 of Hilton. “Undergraduate by Hilton unveils an exciting new era of college‑town hospitality, expanding how we show up for campus-connected travelers – offering more stay options while supporting disciplined, long‑term growth across our portfolio.” 

Nassetta added that the new brand launch reflects strong momentum in Hilton’s lifestyle portfolio, which the company aims to grow to 700 hotels globally by 2028, 60 of those opening this year alone. Some other brands within Hilton’s lifestyle portfolio include the Outset, Tapestry, and Curio Collections by Hilton; Canopy Hotels, Motto by Hilton, and Tempo by Hilton. 

Undergraduate by Hilton aims to open its first property in 2027. The brand will be defined by their proximity to college campuses, social public spaces, and flexibility to adapt to the culture of the specific destination. They will attract many types of travelers visiting college towns, from students and families, to alumni, sports fans, business travelers, and conference attendees. Recognizing the consistent year-round demand often placed on these locations that puts pressure on hotel availability, Undergraduate by Hilton aims to meet these destinations where they are. 

“We’re continuously evolving how we connect with the next generation of travelers by creating new ways to stay within the places that matter most to them,” said Chris Silcock, president, global brands and commercial services at Hilton. “With Undergraduate by Hilton, we’re 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.”