Hilton has announced the launch of Undergraduate by Hilton, a new upper-midscale hotel brand designed specifically for college and university markets. The brand aims to serve communities with year-round demand driven by campus visits, athletic events, alumni gatherings, conferences, and other university-related travel.
The new concept will provide owners and developers with a flexible, scalable hotel model that can support both new-build and conversion opportunities. Hilton expects significant long-term growth for the brand, with potential for 400 to 500 hotels and the first property anticipated to open in 2027. Undergraduate by Hilton further expands the company’s growing Lifestyle portfolio while offering guests the consistency and benefits of the Hilton Honors program in more college-focused destinations.
