Dive Brief:
- Hilton launched Outset Collection by Hilton, an upscale collection brand targeting boutique hotels with high-end finishes and story-driven designs, the hotel company announced Monday in a news release.
- Outset is the eighth brand in Hilton’s lifestyle portfolio, which the company has strategically expanded in recent months including through other collection brands Tapestry and Curio.
- Hilton’s push in the lifestyle segment comes as travelers increasingly seek “boutique hotels with an independent identity and experience,” according to the company. The unique locations and experiences offered by Outset will set the brand apart from competitors’ recently launched collections, Kevin Osterhaus, president of global lifestyle brands for Hilton, told Hotel Dive.
Dive Insight:
Hotels in Outset Collection will be located across a variety of markets, from urban destinations to small towns. The first locations include a “basecamp” in Moab, Utah, and a boutique hotel in Chicago, according to Hilton. Osterhaus also noted forthcoming locations in Los Angeles and Virginia Beach, Virginia.
The hotels in the collection will offer “everything from roadside adventures to coastal destinations to outdoor exploration,” Osterhaus said. The collection, he added, is not specific to a certain type of location; rather, what ties the brand together is that each hotel has a unique experience and story.
“The value proposition of a collection like Outset is that these hotels don’t fit the mold,” Osterhaus said.
Outset Collection has more than 60 hotels in development, according to Hilton. Meanwhile, there is long-term growth potential for more than 500 hotels across the U.S. and Canada alone. While Outset will predominantly span conversion hotels, the brand will accommodate new-build projects as well, Osterhaus said.
Differentiating itself from other Hilton-operated collection brands, the food and beverage offerings will vary across Outset based on market demand, guest sentiment or hotel experience, the hotel company detailed.
By partnering with Outset, independent owners will be able to maintain the unique character of their hotel while “tapping into the power of a global hospitality leader,” Chris Silcock, president, global brands and commercial services, said in a statement. Guests, meanwhile, will have ease of access to the experiences and unique stays they demand, Osterhaus noted.
Outset’s launch comes amid a rapid rollout of collection brands across the hotel industry. Also Monday, Wyndham Hotels & Resorts launched an economy segment lifestyle collection brand. And Marriott International has expanded its Design Hotels and Series by Marriott collection brands in recent weeks, in addition to launching an outdoors-focused collection brand.
