Hilton Launches New Undergraduate by Hilton Brand
Hilton today 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, Undergraduate will extend Hilton’s presence with a flexible model designed to unlock development opportunities at scale and a cost structure suited to the demand in more campus-driven markets.
Hilton is betting on a long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate brand.
Hilton says that the new brand is designed for travelers visiting college towns, from students and families, to alumni, sports fans, business travelers and conference attendees. These destinations see consistent, year-round demand tied to tours, athletic weekends and campus gatherings, often placing pressure on hotel availability.
“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. 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,” said Chris Nassetta, president and CEO, Hilton. “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.”
Key elements include:
- Social public spaces built to feel like an always-on, off-campus hangout, with a dynamic lounge and library-inspired areas to welcome guests, students and locals throughout the day.
- A prototypical approach that is cohesive yet flexible, allowing hotels to easily and enthusiastically tap into their local college culture through authentic customization, a robust art program and simple details described as “retro the right way.”
- Guest rooms are crafted as “creative classrooms” supporting a range of stay occasions, combining bold, purposeful design with adaptable layouts anchored by a dedicated study corner and functional storage.
- A barista-led all-day market and social space designed as an energetic off-campus hangout, featuring grab-and-go retail, curated essentials and cult-favorite items designed for on-the-go convenience from morning through late evening.
- A cocktail program powered by Authentic Hospitality, the group behind buzzy New York City venues like Ray’s and Pebble Bar, amps up the bar offering for properties seeking a more elevated experience. Channeling the spirit of a favorite college dive bar, menus playfully elevate campus classics.
