Hilton Expands Lifestyle Portfolio with New Upper-Midscale Brand

Hilton has launched 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.

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.

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.

Undergraduate joins Hilton’s rapidly growing Lifestyle portfolio, which is projected to grow to 700 hotels globally by 2028, driven by sustained demand for design-forward, culturally relevant and experience-led stays.