Hilton announced the launch of Undergraduate by Hilton, a new upper-midscale brand developed to serve a broader range of college and university markets. Building on the success of Graduate by Hilton, the brand introduces a complementary expression of college-town hospitality. Undergraduate will extend Hilton’s presence with a flexible model designed to unlock development opportunities at scale and a cost structure suited to the demand in more campus-driven markets.
“We saw a clear opportunity to bring the energy, design and experiences people love about campus communities to more university towns with this new brand. Undergraduate by Hilton unveils an exciting new era of college town hospitality, expanding how we show up for campus-connected travelers – offering more stay options while supporting disciplined, long term growth across our portfolio,”
said Chris Nassetta, president and CEO, Hilton. “Undergraduate reflects the ongoing momentum of our Lifestyle portfolio, which is one of the most dynamic areas of expansion for our company as we plan to grow to offer 700 Lifestyle hotels globally by 2028, with 60 opening this year alone.”
Undergraduate by Hilton is designed for travelers visiting college towns, from students and families, to alumni, sports fans, business travelers and conference attendees. These destinations see consistent, year-round demand tied to tours, athletic weekends and campus gatherings, often placing pressure on hotel availability – particularly for options that balance character, quality and price point. Undergraduate responds to this dynamic with a campus-connected hotel concept that reflects the social rhythm of college life, paired with the consistency and reliability of a Hilton stay, offering a more flexible, accessible complement to the Graduate by Hilton experience.
Each Undergraduate by Hilton property is designed to balance development efficiency with a guest experience that feels energetic and rooted in the pace of college life. With a model that supports both new builds and conversions in close proximity to campus, the brand pairs a structured, scalable approach with thoughtful opportunities for owners to reflect the spirit of their local campus communities while delivering the consistency guests expect from Hilton. Key elements include:
- Social public spaces built to feel like an always-on, off-campus hangout, with a dynamic lounge and library-inspired areas to welcome guests, students and locals throughout the day.
- A prototypical approach that is cohesive yet flexible, allowing hotels to easily and enthusiastically tap into their local college culture through authentic customization, a robust art program and simple details described as “retro the right way.”
- Guest rooms are crafted as “creative classrooms” supporting a range of stay occasions, combining bold, purposeful design with adaptable layouts anchored by a dedicated study corner and functional storage.
- A barista-led all-day market and social space designed as an energetic off-campus hangout, featuring grab-and-go retail, curated essentials and cult-favorite items designed for on-the-go convenience from morning through late evening.
- A cocktail program powered by Authentic Hospitality, the group behind buzzy New York City venues like Ray’s and Pebble Bar, amps up the bar offering for properties seeking a more elevated experience. Channeling the spirit of a favorite college dive bar, menus playfully elevate campus classics.
“We’re continuously evolving how we connect with the next generation of travelers by creating new ways to stay within the places that matter most to them,” said Chris Silcock, president, global brands and commercial services, Hilton. “With Undergraduate by Hilton, we’re broadening the stay experiences we offer, pairing community-led experiences with the scale of Hilton’s global platform to expand choice and deliver long-term value for owners.”
According to the release, the brand has long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate brand.
Be sure to subscribe for more on this & other Developments In & Around Nashville!
