Undergraduate by Hilton was announced earlier today, Monday, June 1, 2026 as the newest brand by Hilton, which builds on the success of the upper upscale Graduate by Hilton — bringing college town hospitality to a broader range of college markets and university markets — and targets the upper midscale market.
Undergraduate by Hilton Brand Announced
The rapidly growing Lifestyle portfolio of Hilton — which is projected to grow to as many as 700 hotel properties globally by 2028, driven by sustained demand for design-forward, culturally relevant, and experience-led stays — is what Undergraduate by Hilton is part of as it builds and complements the established brand equity and guest loyalty of Graduate by Hilton by introducing a complementary expression of college-town hospitality. Undergraduate by Hilton hotel properties are designed as off-campus social hubs; and they will extend the presence of Hilton with a flexible model designed to unlock development opportunities at scale — as well as a cost structure that is suited to the demand in more campus-driven markets.
Undergraduate by Hilton uses a flexible development model that supports both new-build projects and conversion projects, which enables more efficient and scalable projects for owners and developers. The brand has long-term expansion potential of between 400 and 500 hotel properties, with the first property anticipated to open in 2027 — which is in addition to market opportunities identified for the Graduate by Hilton brand.
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 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.
Continued Momentum in the Lifestyle Portfolio of Hilton
- Undergraduate complements Graduate by Hilton, the company’s fully bespoke, design-driven upper-upscale lifestyle brand in university destinations, which has nearly 60 hotels in various stages of development in new collegiate markets like Tuscaloosa, Alabama; Manhattan, Kansas; Syracuse, New York; Savannah, Georgia; Laramie, Wyoming; Flagstaff, Arizona; and Boulder, Colorado.
- The recent launches of new brands, including Outset Collection by Hilton, which has recently opened properties in San Diego, California and Richmond, Virginia, and Hilton’s exclusive agreement with lifestyle brand YOTEL, the first brand under Select by Hilton, have fueled one of Hilton’s fastest-growing categories
- The growth of Collections brands like Curio Collection by Hilton and Tapestry Collection by Hilton has also reinforced Hilton’s commitment to Lifestyle growth as both brands have surpassed 200 trading properties globally.
- A new generation of Canopy Hotels — Hilton’s first Lifestyle brand, defined by elevated design, crafted food & beverage, and local sensibility—is also driving the category’s expansion through its evolution with upcoming openings in top destinations like Bangkok; Milan; Deer Valley, Utah; and New York City.
- Motto by Hilton is set to triple its portfolio through entry into new global markets like Shanghai; Sydney; and Paris.
- With more than 70 hotels in development, Tempo by Hilton continues to pick up pace, with openings this year in Nashville, Tennessee; Savannah, Georgia; and Washington in the District of Columbia, and additional properties coming soon in destinations including San Diego, California, and Mesa, Arizona
Undergraduate by Hilton will participate in Hilton Honors, the award-winning guest 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 greater than 250 million Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits and contactless technology exclusively through the industry-leading Hilton Honors mobile software application program.
Final Boarding Call
What caught my attention is that the destinations that Undergraduate by Hilton experience consistent demand throughout the year tied to tours, athletic weekends, and campus gatherings, often placing pressure on lodging availability — particularly for options that balance character, quality, and price point. University campuses are not exactly known to be designed for the ease and convenience of parents and other associates of college students — in fact, college towns are notoriously bad at being inconvenient and expensive to visit. How will major events — such as a college bowl game or a graduation event where room rates have been known to skyrocket into the thousands of dollars per night and traffic has been known to be gridlocked — affect the availability and room rates of Undergraduate by Hilton…
…and how will Undergraduate by Hilton affect the availability and room rates of lodging in college towns?
We will begin to find out the answers to those questions starting in 2027 once the first Undergraduate by Hilton hotel property opens…
All illustrations ©2026 Hilton.
