Hilton has launched Undergraduate by Hilton, a new hotel brand aimed at college and university towns as it looks to accelerate growth across its lifestyle portfolio.

The new upper-midscale brand will build on the success of Graduate by Hilton while targeting a broader range of campus markets through a more flexible and scalable development model.

The company said the new brand has long-term potential for between 400 and 500 hotels, with the first property expected to open in 2027.

Undergraduate by Hilton is designed to serve travellers visiting university destinations, including students, families, alumni, sports fans, business travellers and conference attendees. 

Hilton said the brand would offer a more accessible alternative to the higher-end Graduate by Hilton concept while retaining a strong connection to local campus culture.

The launch forms part of Hilton’s wider strategy to expand its lifestyle hotel portfolio, which the company expects to reach 700 hotels globally by 2028. 

Hilton plans to open around 60 lifestyle properties this year alone.

The new brand will support both new-build and conversion projects, enabling hotel owners and developers to enter campus-driven markets more efficiently. 

Hilton said the new undergraduate properties would be designed as social hubs for students, visitors and local communities, featuring lounge spaces, study areas, all-day food and beverage offerings and design elements inspired by college life.

Guest rooms will include dedicated study areas and flexible layouts intended to cater to a variety of travel occasions, while selected properties will offer enhanced bar concepts developed in partnership with hospitality operator Authentic Hospitality.

Additionally, Undergraduate by Hilton would participate in its Hilton Honors loyalty programme, giving its more than 250 million members additional opportunities to earn and redeem points across the company’s portfolio.

Chris Nasetta, president and CEO of Hilton, said: “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.” 

Chris Silcock, Hilton’s president of global brands and commercial services, added: “With Undergraduate by Hilton, we’re broadening the stay experiences we offer, pairing community-led experiences with the scale of Hilton’s global platform to expand choice and deliver long-term value for owners.”