Undergraduate by Hilton Brand Targets Growth in University Markets

Hilton has introduced Undergraduate by Hilton, a new upper-midscale hotel brand developed to serve a broader range of college and university markets. Building on the success of Graduate by Hilton, the brand is designed to provide a complementary option for travelers visiting college towns. Undergraduate by Hilton features a flexible development model that supports both new-build and conversion projects, enabling efficient and scalable growth for owners and developers.

The brand has long-term expansion potential of 400 to 500 hotels, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate by Hilton brand.

Undergraduate by Hilton is intended for travelers visiting college towns, including students, families, alumni, sports fans, business travelers, and conference attendees. The brand aims to address consistent, year-round demand tied to campus events, tours, athletic weekends, and gatherings.

Properties are planned as off-campus social hubs, with a development model that allows for both new construction and conversion of existing properties near college campuses. The approach is structured and scalable, with opportunities for owners to incorporate local campus elements while maintaining Hilton’s standards.

Key features of Undergraduate by Hilton properties include social public spaces designed as off-campus gathering spots, lounge and library-inspired areas, and a prototypical approach that allows for local customization. Guest rooms are designed as “creative classrooms” with adaptable layouts, dedicated study corners, and functional storage. Each property will include a barista-led all-day market and social space offering grab-and-go retail and curated essentials. A cocktail program powered by Authentic Hospitality is planned for properties seeking an elevated bar experience.

Undergraduate by Hilton will participate in the Hilton Honors program, allowing members to earn and redeem points at these properties.

The launch of Undergraduate by Hilton is part of Hilton’s broader strategy to expand its Lifestyle portfolio, which is projected to grow to 700 hotels globally by 2028. Recent brand launches in this category include Outset Collection by Hilton, with properties in San Diego, California, and Richmond, Virginia, as well as an agreement with the lifestyle brand YOTEL under Select by Hilton.

Hilton’s Collections brands, Curio Collection by Hilton and Tapestry Collection by Hilton, have both surpassed 200 properties globally. The Canopy by Hilton brand is expanding with upcoming openings in Bangkok, Milan, Deer Valley, Utah, and New York City. Motto by Hilton is set to enter new markets including Shanghai, Sydney, and Paris. Tempo by Hilton has more than 70 hotels in development, with openings planned in Nashville, Savannah, Washington, D.C., San Diego, and Mesa, Arizona.