Hilton Is Launching a New College-Themed Brand that Could Have 400 Locations
The upper-midscale brand will target college towns with conversion-friendly designs and could grow to 400 to 500 hotels, Hilton said.
- On Monday, Hilton officially launched Undergraduate by Hilton, a new upper-midscale brand designed to expand the company's presence in college markets.
- Designed as "off-campus social hubs," Undergraduate will serve as a complement to the upscale Graduate brand, which Hilton acquired in 2024, offering a scalable, conversion-friendly model.
- Property elements will include guest rooms designed as "creative classrooms" with study corners, while New York City-based Authentic Hospitality will lead the cocktail program.
- Undergraduate joins the Hilton Honors loyalty program, which has over 250 million members, with potential to expand to 400 to 500 hotels long-term, CEO Chris Nassetta said the brand "reflects the ongoing momentum" of Hilton's lifestyle portfolio.
- The first Undergraduate property is anticipated to open in 2027, aligning with Hilton's plan to open 700 lifestyle hotels globally by 2028, as conversions continue driving company growth.
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Hilton is launching a new college-themed brand that could have 400 locations
Hilton is going back to school, but this time for undergrad. The company announced a new spinoff brand of Graduate Hotels called Undergraduate by Hilton.Positioned as an upper-midscale brand, Undergraduate by Hilton will focus on locations in college towns that "see consistent, year-round demand tied to tours, athletic weekends and campus gatherings," according to a statement from Hilton.Graduate Hotels have locations around the US and the UK an…
Hilton Launches New Hotel Brand, Undergraduate by Hilton.
Hilton announced the launch of Undergraduate by Hilton, a new upper-midscale brand developed to serve a broader range of college and university markets. Building on the success of Graduate by Hilton, the brand introduces a complementary expression of college-town hospitality. Undergraduate will extend Hilton’s presence with a flexible model designed to unlock development opportunities at…
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Hilton Launches New Brand: Undergraduate by Hilton
Hilton has already made its foray into the market of hotels in and near college towns with its Graduate by Hilton brand, and now the hotel chain is expanding on those efforts with its newest brand: Undergraduate by Hilton. Here is a look at the details of the new brand and plans for its growth going forward. New Undergraduate by Hilton Brand Undergraduate joins Hilton’s Lifestyle portfolio, which is projected to grow to 700 hotels globally by 20…
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