Launch of Outset Collection by Hilton

The new Outset Collection by Hilton underscores the brand’s dramatic growth trajectory and focus on offerings for customers in the fastest-growing segments, particularly the collection and lifestyle spaces. With an increase in guests looking for boutique hotels with an independent identity and experience, this collection provides more unique ways to stay. At launch, Outset Collection will have more than 60 hotels in development, with long-term growth potential of more than 500 hotels across the United States and Canada alone.

Image credit: Outset Collection by Hilton

This diverse collection of hotels, initially in the United States, will put Hilton’s signature hospitality in places guests might not expect, ranging from urban destinations, small towns, adventure outposts and offbeat hubs. Confirmed hotels in the collection include a basecamp for exploration in Moab and a boutique hotel in Chicago.

“At Hilton, we continue to reimagine what’s next in hospitality, and today, we’re delivering it. Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travellers around the world,” commented Chris Nassetta, President and CEO, Hilton. “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.”

Driven by the fast-paced growth of Hilton’s existing brands, particularly Curio Collection and Tapestry Collection, the company has consistently delivered industry-leading share of conversions in the United States. In the second quarter of 2025, conversions across 10 Hilton brands accounted for more than one-third of openings.

Image credit: Outset Collection by Hilton

Building on this success of conversion hotels, Outset Collection will feature a range of hotels, with upscale finishes and story-driven designs. The format is flexible so that each location’s identity can run deep. Whether it is hidden gems, revived landmarks or urban boutiques, each stay is layered with narrative and purpose.

Owners will balance strong product and service with a wider, more flexible range of experiences and amenities, along with the quality and award-winning hospitality that travellers have come to expect from Hilton. For example, food and beverage offerings will vary across the brand, based on market demand, guest sentiment or hotel experience.

“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, President, Global Brands and Commercial Services, Hilton. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality. By combining one-of-a-kind properties with Hilton’s powerful commercial engine and commitment to exceptional product, service, and technology, we’re elevating our value proposition across the board.”

Hilton has a rich history of strategically developing and launching new brands for every guest and every travel occasion. Hilton continuously evaluates the market and identified a white space in the upscale and upper midscale collection segment. More than 50 percent of the global hotel supply is unbranded or independent, and Hilton recognized an opportunity to address an unmet need.

Outset Collection will join Hilton’s robust Lifestyle portfolio, which also includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. The continued focus on this category is underscored by tremendous growth. Earlier this year, Hilton’s Luxury and Lifestyle portfolios reached 1,000 hotels globally.

Main image credit: Outset Collection by Hilton