Global hospitality group Hilton has introduced its 25th brand, Outset Collection, which aims to targets demand for boutique hotels with independent identities and experiences.

Outset Collection by Hilton is also the company’s eighth addition to its Lifestyle portfolio.

The company plans to open the first hotels under this new brand later in the year, with reservations available through its website from November 2025.

According to Hilton, the collection will include more than 60 properties in development at the time of launch, with expectations for long-term expansion exceeding 500 hotels in the US and Canada.

Outset Collection properties will be located in a range of settings, including urban areas, small towns, adventure destinations, and less traditional locations.

The confirmed hotels in the pipeline include a basecamp in Moab, Utah, and a boutique hotel in Chicago.

Hilton president and CEO Chris Nassetta said: “Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travellers around the world.

“By expanding our Lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve.”

Hilton is positioning Outset Collection to offer hotel owners operational flexibility while leveraging its established hospitality model.

The introduction of this brand follows significant growth within Hilton’s other lifestyle brands, such as Curio Collection and Tapestry Collection.

In the second quarter of 2025, conversions to Hilton brands represented over one third of hotel openings by the company across ten brands.

Properties within the new collection will range from renovated landmarks to independent urban hotels.

Owners can tailor amenities and services to market needs and guest preferences, which may include varying food and beverage options from light snacks to full meal services, stated the company.

Hilton global brands and commercial services president Chris Silcock said: “Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader. With Outset Collection, we are offering owners the flexibility they want without compromising on quality.”

All participating hotels in Outset Collection will be part of guest loyalty programme Hilton Honors.