MCLEAN, Va. – Hilton (NYSE: HLT) today announced the launch of Outset Collection by Hilton, the company’s 25th brand and eighth in its growing Lifestyle portfolio. The new brand underscores Hilton’s dramatic growth trajectory and focus on offerings for customers in the fastest-growing segments, particularly the collection and lifestyle spaces. With an increase in guests looking for boutique hotels with an independent identity and experience, Outset Collection provides more unique ways to stay.
The collection’s first hotels will begin welcoming guests later this year, with bookings available on Hilton.com starting this November. At launch, Outset Collection will have more than 60 hotels in development, with long-term growth potential of more than 500 hotels across the United States and Canada alone.
This diverse collection of hotels, initially in the United States, will put Hilton’s signature hospitality in places guests might not expect, ranging from urban destinations, small towns, adventure outposts and offbeat hubs. Confirmed hotels in the collection include a basecamp for exploration in Moab and a boutique hotel in Chicago.
At Hilton, we continue to reimagine what’s next in hospitality, and today, we’re delivering it. Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world. By expanding our Lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve. Chris Nassetta, president and CEO, Hilton
A Focus on Owner Flexibility with the Backing of Hilton
Driven by the fast-paced growth of Hilton’s existing brands, particularly Curio Collection and Tapestry Collection, the company has consistently delivered industry-leading share of conversions in the United States. In the second quarter of 2025, conversions across 10 Hilton brands accounted for more than one-third of openings.
Building on this success of conversion hotels, Outset Collection will feature a range of hotels, with upscale finishes and story-driven designs. The format is flexible so that each location’s identity can run deep. Whether it is hidden gems, revived landmarks or urban boutiques, each stay is layered with narrative and purpose.
Owners will balance strong product and service with a wider, more flexible range of experiences and amenities, along with the quality and award-winning hospitality that travelers have come to expect from Hilton. For example, food and beverage offerings will vary across the brand, based on market demand, guest sentiment or hotel experience, ranging from cafes with light bites to full lunch and dinner concepts.
Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader. With Outset Collection, we are offering owners the flexibility they want without compromising on quality. By combining one-of-a-kind properties with Hilton’s powerful commercial engine and commitment to exceptional product, service, and technology, we’re elevating our value proposition across the board. Chris Silcock, president, global brands and commercial services, Hilton
Hilton’s Development Strategy and Leadership in the Lifestyle Space
Hilton has a rich history of strategically developing and launching new brands for every guest and every travel occasion. Hilton continuously evaluates the market and identified a white space in the upscale and upper midscale collection segment. More than 50 percent of the global hotel supply is unbranded or independent, and Hilton recognized an opportunity to address an unmet need.
Outset Collection will join Hilton’s robust Lifestyle portfolio, which also includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. The continued focus on this category is underscored by tremendous growth. Earlier this year, Hilton’s Luxury and Lifestyle portfolios reached 1,000 hotels globally.
All hotels in Outset Collection will participate in Hilton Honors, the award-winning guest loyalty program with more than 226 million members for Hilton’s portfolio of world-class brands. Members will be able to book, earn and redeem Hilton Honors Points for stays through Hilton’s direct channels and enjoy the Hilton Honors benefits they know and love.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
Kristen Savoy
+1 703 883 6129
Hilton
