Hilton has 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.
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 an 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 the 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 of independent hotels can continue to thrive when they preserve their unique character and balance a 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.
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.
Photo credit: Hilton
