Hilton is reportedly expanding in the lifestyle segment with a new college town-focused brand.
Hilton is preparing to launch Undergraduate by Hilton, a complement to its acquired Graduate brand that would target small college towns, Skift reported Thursday.
When asked about the new brand, a Hilton spokesperson told Hotel Dive that the company “is constantly innovating to meet the needs of our guests. We continue to explore new products and services that will provide the right stay experience for every traveler and stay occasion.”
The spokesperson declined to share additional details, but said “we look forward to providing more information about upcoming initiatives at the appropriate time.”
Undergraduate by Hilton reportedly would have a more accessible price point and simplified operating model as compared to Graduate, according to Skift. The brand is said to be designed for secondary and tertiary markets, per the outlet.
At the top of the year, Matt Wehling, senior vice president of development for the U.S. and Canada at Hilton, told Hotel Dive that the company was “seeing traction with conversions in secondary and tertiary markets where owners value speed‑to‑market.”
Meanwhile, Kevin Osterhaus, president of lifestyle brands at Hilton, previously shared with Hotel Dive that Hilton plans to remain “very active in the lifestyle space through strategic partnerships, new signings and ongoing growth of our current brands” in 2026.
Collection brands, specifically, remain “a massive opportunity,” Osterhaus said. In October, Hilton debuted Outset Collection, an upscale collection brand targeting boutique hotels with high-end finishes and story-driven designs.
Since acquiring the Graduate brand from AJ Capital for $210 million in 2024, Hilton has expanded the flag, including in Texas and Colorado.
