Dive Brief:

• The first two properties under Hilton’s newly launched upscale collection brand, Outset Collection by Hilton, are accepting reservations for stays, according to a news release obtained by Hotel Dive.
• The Slackline Moab, Outset Collection by Hilton, is scheduled to open later this month in Utah, while the ACME Hotel Chicago, Outset Collection by Hilton in Illinois, is slated to open in December, per the release.
• Hilton debuted Outset Collection by Hilton in October amid a flurry of activity in the lifestyle segment and collection brand space. With more than 60 hotels in development, Outset Collection sets itself apart from competitors’ offerings with unique locations and experiences, Kevin Osterhaus, president of global lifestyle brands for Hilton, told Hotel Dive last month.

Dive Insight:

Hilton’s Outset Collection is a portfolio of boutique hotels designed for guests seeking “independent hotel experiences across urban hotspots, small towns, adventure outposts and offbeat hubs,” the company said in a release.

In addition to this month’s openings and the hotels in development, the company said the collection has long-term growth potential of more than 500 hotels across the United States and Canada. All the hotels in Outset Collection will participate in Hilton Honors. 

The Outset rollout reflects larger hotel trends in the lifestyle segment and collection brand launches from other companies. 

At the end of September, Marriott International introduced its nature-focused collection brand, Outdoor Collection by Marriott Bonvoy, along with Marriott Bonvoy Outdoors, a digital platform that enables travelers to search and book trips based on popular outdoor activities.

In early October, Wyndham Hotels & Resorts announced Dazzler Select by Wyndham, targeting the economy lifestyle segment. That collection is designed to allow independent hoteliers to preserve the individuality of their properties while taking advantage of the larger Wyndham brand benefits.

Later that month, IHG Hotels & Resorts announced the launch of an as-yet-unnamed collection brand targeting the upscale to upper upscale market during its Q3 earnings call. That portfolio will come to market in the coming months, the company said, and will initially focus on the Europe, Middle East, Asia and Africa region.