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Hilton has launched a new hotel brand, Outset Collection by Hilton, as part of its continued expansion into the lifestyle and boutique sector.
The group described Outset Collection as its 25th brand and eighth within its lifestyle portfolio. The first hotels will open later this year, with bookings available from November. More than 60 properties are in development across the United States and Canada, with long-term potential for over 500 locations.
Hilton said the new collection is aimed at guests seeking “soulful, independent hotel experiences”, with each property designed to reflect its local identity. Confirmed openings include a basecamp hotel in Moab, Utah, and a boutique site in Chicago.
President and chief executive Chris Nassetta said: “Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travellers 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.”
The new brand builds on Hilton’s recent growth in conversion hotels – properties that join its network under existing brands. In the second quarter of 2025, conversions accounted for more than one-third of new Hilton openings across 10 brands.
Outset Collection will target upscale hotels, from “hidden gems” to “revived landmarks”, offering flexibility for owners while maintaining Hilton’s operating standards. Food and beverage services will vary by site, ranging from cafés to full dining concepts.
Chris Silcock, president of global brands and commercial services, said: “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.”
The launch follows Hilton’s wider growth in the lifestyle category, which now includes brands such as NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. Earlier this year, Hilton’s luxury and lifestyle portfolios reached 1,000 hotels worldwide.
