Announcement • 4h

Hilton Launches Undergraduate by Hilton, Expanding Collegiate Hospitality Strategy

Hilton announced the launch of Undergraduate by Hilton, a new upper-midscale brand developed to serve a broader range of college and university markets. Undergraduate by Hilton is an upper-midscale hotel brand that expands Hilton’s collegiate hospitality strategy into more college markets, building on and complementing the established brand equity and guest loyalty of Graduate. Undergraduate by Hilton uses a flexible development model that supports both new-build and conversion projects, enabling more efficient and scalable projects for owners and developers. Undergraduate by Hilton hotels are designed as off-campus social hubs, giving more than 250 million Hilton Honors Members additional opportunities to earn and redeem Points across Hilton’s portfolio. The brand has long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. Undergraduate by Hilton is designed for travelers visiting college towns, from students and families, to alumni, sports fans, business travelers and conference attendees. 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. Each Undergraduate by Hilton property is designed to balance development efficiency with a guest experience that feels energetic and rooted in the pace of college life. With a model that supports both new builds and conversions in close proximity to campus, the brand pairs a structured, scalable approach with thoughtful opportunities for owners to reflect the spirit of their local campus communities while delivering the consistency guests expect from Hilton. Key elements 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 throughout the day. 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 from morning through late evening. A cocktail program powered by Authentic Hospitality, the group behind buzzy 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. Undergraduate by Hilton will participate in Hilton Honors, the uest loyalty program for Hilton’s world-class portfolio of brands and exclusive partners, including Explora Journeys, Small Luxury Hotels of the World, AutoCamp and more. The more than 250 million Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits and contactless technology exclusively through the Hilton Honors app.

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