Hilton has announced the launch of Undergraduate by Hilton,
a new upper-midscale brand that builds on the success of Graduate by Hilton.
Undergraduate by Hilton was developed to serve a broader
range of college and university markets, extending
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. With the first property set to open in 2027, the brand
has long term expansion potential of 400-500 hotels.
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 –
particularly for options that balance character, quality and price point.
Undergraduate responds to this dynamic with a
campus-connected hotel concept that reflects the social rhythm of college life,
paired with the consistency and reliability of a Hilton stay, offering a more
flexible, accessible complement to the Graduate by Hilton experience.
“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 in a statement.
He added, “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 of each Undergraduate by Hilton property
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.
- 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.
- A cocktail program powered by Authentic
Hospitality, the group behind 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.
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