Building on the success of Graduate by Hilton, the new mid-upper brand Undergraduate by Hilton will further expand the university town hotel market landscape.
- The mid-upper hotel brand Undergraduate by Hilton extends Hilton’s campus-focused hotel strategy to serve a broader university market, complementing the existing Graduate brand to strengthen brand recognition and guest loyalty.
- The brand adopts a flexible development model, supporting both new builds and conversion projects, offering owners and developers a more efficient and scalable path to development.
- Undergraduate by Hilton creates an “off-campus social hub,” providing over 250 million Hilton Honors members with more opportunities to earn and redeem points.
MCLEAN, VirginiaJune 3, 2026 /PRNewswire/ — Hilton (NYSE: HLT) recently announced the launch of its new mid-upper brand, Undergraduate by Hilton, designed to serve the broader university market. Built on the proven operational expertise of its Graduate by Hilton brand, this new brand serves as a complement, leveraging a flexible development model to further expand Hilton’s market presence. While achieving scalable growth, its cost structure aligns with the campus-driven market demand.
Undergraduate by Hilton (Rendering)
The brand has significant long-term potential, with an estimated pipeline of 400 to 500 hotels. The first hotel is expected to open in 2027; this expansion represents new growth opportunities beyond the existing market potential of the Graduate brand.
Undergraduate by Hilton is designed for travelers heading to university towns, catering to a diverse audience including students and their families, alumni, sports event spectators, business travelers, and conference attendees. These destinations see consistent year-round demand driven by campus visits, sports weekends, and various campus events, often putting pressure on hotel supply—especially for distinctive, value-oriented accommodations. Undergraduate by Hilton addresses this market need by creating a hotel concept closely tied to the campus, reflecting the unique social rhythm of university life while delivering Hilton’s signature reliable and friendly hospitality. It offers a more flexible and approachable alternative to the Graduate by Hilton experience.
“We recognized an opportunity to bring the energy, design, and experience people love about university communities to even more college town destinations through this new brand. The launch of Undergraduate by Hilton marks a new chapter in the university town hotel experience, expanding how we connect with campus audiences while enriching our accommodation options and supporting the long-term, steady growth of our overall portfolio,” said Christopher J. Nassetta, President and CEO of Hilton. “This brand also underscores the strong momentum of our lifestyle brand portfolio, one of Hilton’s most dynamic growth areas. We plan to expand to 700 lifestyle hotels globally by 2028, including opening 60 this year alone.”
A Flexible Development Model Tailored for the University Market
Undergraduate by Hilton hotels are designed to balance development efficiency with a vibrant, campus-paced guest experience. The brand supports both new builds and conversion projects near campuses, combining a structured, scalable development model with opportunities for localized expression. While maintaining Hilton’s reliable quality, it showcases local campus culture. Key highlights include:
- All-Day Social Public Spaces: Creating social spaces usable throughout the day, fostering an “off-campus hangout” atmosphere. Through vibrant lounges and library-inspired spaces, it welcomes guests, students, and local residents to visit at any time.
- A Design System Balancing Standardization and Flexibility: The overall design maintains consistency while offering flexibility. Hotels can authentically express campus culture through art projects, local cultural elements, and “just the right amount of vintage style.”
- Guest Rooms Inspired by the “Creative Classroom” Concept: Catering to various accommodation scenarios, the rooms blend bold, functional design with flexible layouts, featuring dedicated study nooks and practical storage spaces.
- Barista-Led All-Day Vibrant Social and Light Bite Space: Offering convenient grab-and-go retail, curated essentials, and popular trendy items to meet diverse needs from morning to night, creating a vibrant social hub.
- Cocktail Program by Authentic Hospitality: This team, known for operating popular New York bars like Ray’s and Pebble Bar, draws inspiration from beloved college campus bars. Through more creative menu designs, it playfully elevates classic campus drinks, offering an option for hotels looking to upgrade their dining offerings.
“We are constantly exploring how to build deeper connections with the next generation of travelers, creating accommodation experiences that are closer to their key life moments,” said Chris Silcock, President of Global Brands and Commercial Development at Hilton. “The launch of Undergraduate by Hilton enriches our accommodation choices. By blending community-driven experiences with the global platform advantages of Hilton, it not only provides guests with more options but also creates long-term value for owners.“
Hilton’s Lifestyle Brand Portfolio Continues Strong Growth
Undergraduate joins Hilton’s rapidly growing lifestyle brand portfolio. Driven by sustained market demand for design-led, culturally relevant, and experience-focused accommodations, Hilton’s lifestyle hotels are expected to expand to 700 globally by 2028.
- Undergraduate complements Graduate by Hilton. Graduate by Hilton is Hilton’s fully customized, design-driven upper-upscale lifestyle brand dedicated to university destinations, currently with nearly 60 hotels in various stages of development across emerging university town markets.
- Recently, Hilton has continued to launch new brands, further driving the lifestyle segment to become one of the group’s fastest-growing categories. These include Outset Collection by Hilton, which has opened in San Diego, California, and Richmond, Virginia; and an exclusive partnership agreement between Hilton and YOTEL, making YOTEL the first member of the newly launched Select by Hilton brand family.
- Meanwhile, the continued expansion of curated collection brands like Curio Collection by Hilton and Tapestry Collection by Hilton further reinforces Hilton’s long-term commitment to lifestyle segment growth. Both brands now have over 200 operating hotels globally.
- As Hilton’s first lifestyle brand, Canopy by Hilton is also driving category expansion through a brand refresh. The next generation of Canopy by Hilton hotels, centered on quality design, refined dining, and local perspective, will open in key destinations including Bangkok, Milan, Deer Valley, Utah, and New York.
- Motto by Hilton plans to enter new global markets such as Shanghai, Sydney, and Paris, aiming to triple its hotel portfolio size.
- Currently, Tempo by Hilton has over 70 hotels in development, with brand momentum accelerating. It will open this year in Nashville, Tennessee; Savannah, Georgia; and Washington, D.C., with future locations including San Diego, California, and Mesa, Arizona.
Undergraduate by Hilton (Rendering)
Undergraduate by Hilton will also join Hilton Honors, the award-winning loyalty program encompassing Hilton’s exceptional brands and extending to select partners like Explora Journeys, Preferred Hotels & Resorts, and AutoCamp. Currently, nearly 250 million Hilton Honors members book directly through Hilton’s official channels, enjoying instant member benefits and digital technology experiences through the industry-leading Hilton Honors app.