Hilton has hit 25—as in brands. The lodging company has announced the launch of Outset Collection by Hilton as part of its Lifestyle portfolio, which includes includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. The new collection targets guests looking for boutique hotels with an independent identity and experience.
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 U.S. and Canada, Hilton said.
This collection of hotels, initially in the U.S., will be in places guests might not expect, ranging from urban destinations, small towns adventure outposts and offbeat hubs, Hilton said. 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,” said Chris Nassetta, president and CEO, Hilton. “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.”
Outset joins Hilton’s other collection brands LXR, Curio Collection and Tapestry Collection.
In the second quarter of 2025, conversions across 10 Hilton brands accounted for more than one-third of openings, Hilton said, and Outset looks to build on this. The collection will feature a range of hotels, “with upscale finishes and story-driven designs.”
Outset Collection is being promoted as unique and different by 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,” said Chris Silcock, president, global brands and commercial services, Hilton. “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.”
In Outset, Hilton, like its peers, is focused on the some 50 percent of global hotel supply that is considered unbranded or independent. By incorporating these hotels, Hilton is able to grow its network faster, especially as ground-up construction stalls.
Earlier this year, Hilton’s Luxury and Lifestyle portfolios reached 1,000 hotels globally.
All hotels in Outset Collection will participate in Hilton Honors.
