Hilton has launched Undergraduate by Hilton, a new upper-midscale hotel brand aimed at expanding its presence in university and college markets, with the first properties expected to open in 2027.
The move builds on the company’s Graduate by Hilton brand and targets destinations where demand from students, families, alumni and sports fans often exceeds the supply of branded accommodation.
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The hotel group said the new brand has long-term potential for between 400 and 500 hotels worldwide. Undergraduate by Hilton will support both new-build and conversion projects, giving owners greater flexibility while extending Hilton’s reach into smaller and mid-sized college towns.
Focus on growing university travel
University destinations generate demand throughout the year, driven by campus tours, graduation ceremonies, sporting events, conferences and alumni gatherings. Hilton said the new brand has been developed to serve these markets with hotels positioned as social hubs close to campuses.
“We saw a clear opportunity to bring the energy, design and experiences people love about campus communities to more university towns,” said Chris Nassetta. He added that the brand expands the company’s options for campus-connected travellers while supporting long-term portfolio growth.
The hotels are designed for a broad mix of guests, including prospective students, parents, business travellers and conference attendees. Hilton said each property will include communal spaces intended for both visitors and local residents, alongside guest rooms designed for work and longer stays.
Development model targets wider expansion
Unlike Graduate by Hilton, which operates in the upper-upscale lifestyle segment with individually designed hotels, Undergraduate by Hilton adopts a standardised development model that can be adapted for local markets.
The approach is intended to reduce development costs and make projects viable in a larger number of university locations.
The company said the brand will support both newly built hotels and conversions of existing properties. Public areas are planned to include lounge and study spaces, while food and beverage offerings can range from grab-and-go markets to bars tailored to local demand.
Chris Silcock said the company is “continuously evolving” how it serves younger travellers by creating new accommodation options in destinations connected to higher education.
Lifestyle portfolio continues to grow
The launch forms part of Hilton’s wider expansion of its lifestyle hotel portfolio. The company plans to operate around 700 lifestyle hotels globally by 2028, with Undergraduate by Hilton joining a growing collection of brands that includes Graduate by Hilton, Canopy by Hilton, Motto by Hilton and Tempo by Hilton.
Graduate by Hilton, acquired by Hilton in 2024, continues to expand into additional university destinations, while Undergraduate by Hilton is intended to serve markets requiring a lower-cost development model without overlapping the existing brand’s positioning.
Hilton said Undergraduate by Hilton hotels will participate in its Hilton Honors loyalty programme, allowing members to earn and redeem points across the new brand when the first hotels begin welcoming guests in 2027.
