- Hilton launched upper-midscale Undergraduate by Hilton.
- It projects 400–500 hotels, with first opening expected in 2027.
- It supports new builds and conversions near campuses.
HILTON WORLDWIDE HOLDINGS launched Undergraduate by Hilton, an upper-midscale brand for college and university markets. The company projects 400 to 500 hotels under the brand, with the first opening expected in 2027.
The new brand expands Hilton’s presence in college towns with a development model and cost structure suited to campus markets, the company said in a statement. It supports both new builds and conversions near campuses, with a scalable model that allows owners to reflect local campus communities while maintaining brand consistency.
The rollout also builds on development opportunities identified for the Graduate brand.
“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, Hilton president and CEO. “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. Undergraduate reflects the ongoing momentum of our Lifestyle portfolio, which is one of the most dynamic areas of expansion for our company as we plan to grow to offer 700 lifestyle hotels globally by 2028, with 60 opening this year alone.”
Undergraduate is designed for travelers visiting college towns, including students, families, alumni, sports fans, business travelers and conference attendees, the statement said. The brand is structured around development efficiency and a guest experience rooted in college life.
Hilton said these markets experience year-round demand driven by tours, athletic weekends and campus events, which can limit hotel availability, particularly for options balancing character, quality and price.
Chris Silcock, Hilton president of global brands and commercial services, said the company is continuously evolving how it connects with the next generation of travelers by creating new ways to stay in the places that matter most to them.
“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,” he said.
Key features include social public spaces designed as off-campus hangout areas, with lounge and library-inspired spaces open to guests, students and locals throughout the day, the statement said. A prototypical approach supports consistency across properties while allowing adaptation to local college culture through customization, an art program and design elements described as “retro the right way.”
Guestrooms are designed as “creative classrooms” for different types of stays, with flexible layouts, study corners and storage, Hilton said. Properties will also include an all-day market and social space led by baristas, offering grab-and-go retail, essentials and convenience items from morning through late evening. A cocktail program developed with Authentic Hospitality, which operates venues including Ray’s and Pebble Bar in New York City, will support elevated bar offerings at select properties.
Hilton’s development pipeline totaled 3,768 hotels and 527,000 rooms as of March 31, up 5 percent year over year. Net income rose to $383 million from $300 million a year earlier.
