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A Future Outset Collection by Hilton hotel in Moab – Image Credit Hilton
Hilton has announced the launch of its new hotel brand, Outset Collection, with more than 60 hotels currently in development across the United States and Canada.
Hilton has introduced a new brand, Outset Collection, as part of its Lifestyle portfolio, marking the company’s 25th brand. This new addition aims to cater to guests seeking unique and independent hotel experiences. The first hotels under this brand will begin accepting reservations in November, with openings expected later this year.
The Outset Collection will initially feature over 60 hotels in development, with plans for expansion to more than 500 hotels in the long term, primarily in the United States and Canada. The brand will encompass a diverse range of hotel types, including urban destinations, small towns, and adventure locations. Confirmed locations include a basecamp for exploration in Moab and a boutique hotel in Chicago.
The introduction of the Outset Collection aligns with Hilton’s strategy to expand its presence in the lifestyle and collection hotel segments. The company has reported significant growth in these areas, driven by the success of its existing brands such as Curio Collection and Tapestry Collection. In the second quarter of 2025, conversions across 10 Hilton brands accounted for over one-third of new openings.
The Outset Collection will offer a flexible format, allowing each hotel to maintain its unique identity. This flexibility extends to the range of experiences and amenities provided, which will vary based on market demand and guest preferences. Food and beverage options, for example, will differ across locations, from cafes offering light bites to full-service dining concepts.
Hilton’s development strategy focuses on tapping into the unbranded and independent hotel market, which comprises over 50 percent of the global hotel supply. The Outset Collection will join Hilton’s existing Lifestyle portfolio, which includes brands such as NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo, and Motto.
All hotels within the Outset Collection will participate in Hilton Honors, the company’s loyalty program. Members will be able to book stays, earn and redeem points, and enjoy benefits through Hilton’s direct channels.
