Dive Brief:
- Hilton has opened The Margot Hotel San Diego Gaslamp Quarter in California as one of the first hotels under its newly launched upscale lifestyle brand, Outset Collection.
- Located in downtown San Diego, the all‑suite boutique hotel offers 135 residential-style units with fully equipped kitchens, open floor plans and “specialty design details that reflect a modern California aesthetic,” according to Hilton. Long Beach, California-based Ensemble manages the property.
- Offering a “personality-driven approach to hospitality,” The Margot Hotel expands Hilton’s portfolio of independent, design-forward hotels, as the company caters to travelers seeking authentic, design-led experiences.
Dive Insight:
The Margot Hotel “reflects the ethos of Outset Collection,” which launched in October targeting “independent, soulful hotels” that offer a unique experience and story, per Hilton.
“The Margot Hotel is a strong addition to our growing portfolio,” Elizabeth Scruggs, brand leader for Outset Collection, said in a statement. “Outset Collection was designed to reflect how today’s travelers want to experience a destination in a thoughtful, locally rooted and connected way. Located in San Diego’s Gaslamp neighborhood, The Margot delivers just that with a sense of place that is both authentic and story led.”
Through a personified brand identity, The Margot Hotel creates a guest experience that feels “intuitive, welcoming, and distinctly local,” per Hilton. Guests can receive recommendations from “Margot” herself on local dining and experiences. A lobby bar is also slated to open at the hotel, serving Margot’s favorite drinks.
The pet-friendly hotel offers modern conveniences such as valet parking, local food delivery and a 24-hour front desk and fitness center, as well as eco-friendly touches. The property also features an eighth-floor terrace with a fire pit, outdoor dining and lounge seating.
The Margot Hotel joins Outset Collection as the brand rapidly expands, with more than 60 hotels in various stages of development across the U.S. The Slackline Moab in Utah and the ACME Hotel Chicago in Illinois were the first properties to open under the collection late last year.
Kevin Osterhaus, president of lifestyle brands at Hilton, previously told Hotel Dive that Outset was exploring possible new locations in Los Angeles and Virginia Beach, Virginia, along with markets in New Mexico and Colorado as collection brands remain “a massive opportunity” for hospitality players.
Hilton is also expanding its Apartment Collection brand, which debuted in January through a partnership with apartment hospitality brand Placemakr, as well as Select by Hilton, which launched in March through an exclusive franchise agreement with Yotel.
