Hilton is expanding experience-led hospitality with a new brand designed to connect travellers with college-town communities and local culture.
Hilton has launched Undergraduate by Hilton, a new upper-midscale hotel brand designed to expand the company’s presence in college and university markets. Building on the success of Graduate by Hilton, the new brand aims to deliver community-focused hospitality experiences inspired by campus culture while supporting Hilton’s long-term lifestyle growth strategy.
The company said Undergraduate by Hilton will serve travellers visiting college towns, including students, families, alumni, sports fans, business travellers, and conference attendees. Hilton expects the brand to have long-term expansion potential of 400 to 500 hotels, with the first property anticipated to open in 2027.
“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 travellers – offering more stay options while supporting disciplined, long-term growth across our portfolio,” said Chris Nassetta, President and CEO, Hilton.
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Creating Community-Centred Guest Experiences
According to Hilton, Undergraduate by Hilton has been designed as a complementary brand to Graduate by Hilton, extending collegiate-themed hospitality into markets that may require a more flexible and cost-efficient development model. The company said the brand supports both new-build and conversion projects, allowing owners to enter college markets with greater efficiency.
The hotels are designed to function as off-campus social hubs, combining community-focused spaces with hospitality experiences inspired by university culture. Planned features include:
- Social spaces designed as all-day gathering areas for guests, students, and local communities
- Campus-inspired design with opportunities for local customisation
- Guest rooms featuring dedicated study and work areas
- Barista-led markets offering grab-and-go food and essentials
- Food and beverage concepts inspired by popular college-town venues
Hilton said the concept is intended to create a stronger sense of place by blending local identity with the consistency and reliability associated with the Hilton brand.
Supporting Loyalty and Lifestyle Growth
The launch forms part of Hilton’s broader expansion strategy within the lifestyle hospitality segment. The company expects its Lifestyle portfolio to reach 700 hotels globally by 2028, driven by growing demand for experience-led and culturally connected travel experiences.
“We’re continuously evolving how we connect with the next generation of travelers by creating new ways to stay within 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,” said Chris Silcock, President, Global Brands and Commercial Services, Hilton.
Undergraduate by Hilton will participate in Hilton Honors, giving the programme’s more than 250 million members additional opportunities to earn and redeem loyalty points across Hilton’s growing portfolio of brands.
The launch reflects how hospitality brands are increasingly using local experiences, community engagement, and loyalty programmes to create more distinctive guest experiences and strengthen long-term traveller relationships.
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