Hilton has unveiled its newest brand, Outset Collection by Hilton, marking the global hospitality group’s 25th brand and eighth within its expanding Lifestyle portfolio. The launch reinforces Hilton’s strategic focus on capturing the growing demand for boutique-style accommodation that blends independent character with the assurance of a global brand.
The Outset Collection will debut later this year, with bookings opening on Hilton.com in November. At launch, more than 60 hotels are already in development, with long-term potential exceeding 500 properties across the United States and Canada alone.
Designed to cater for travellers seeking individuality and authentic local experiences, the Outset Collection brings Hilton’s signature service ethos to diverse settings from city centres and small towns to adventure gateways and offbeat destinations. Confirmed openings include a basecamp-style property in Moab, Utah, and a boutique hotel in Chicago. Hilton’s expansion into this space builds on the success of its Curio Collection and Tapestry Collection, both of which have driven impressive growth through conversions. In the second quarter of 2025, conversion properties across Hilton’s ten brands represented over one-third of all new openings in the United States.
Each hotel within the Outset Collection will feature upscale design, flexible formats, and a strong sense of narrative and place. Whether a restored heritage landmark, urban hideaway, or hidden countryside retreat, every property is intended to tell its own story reflecting Hilton’s commitment to hotels with distinct personalities and authentic guest connections. Owners will benefit from the flexibility to tailor amenities and dining concepts according to local markets and guest preferences — from relaxed cafés serving light bites to fully fledged restaurants. Guests, meanwhile, can expect the consistent quality, service excellence, and design refinement synonymous with Hilton’s global portfolio.
All Outset Collection properties will participate in Hilton Honors, the company’s award-winning loyalty programme boasting more than 226 million members worldwide. Members will be able to book directly, earn and redeem points, and enjoy the full suite of Hilton Honors benefits across the new collection.
The launch of Outset Collection underscores Hilton’s continuing evolution as a leader in lifestyle and conversion-led growth and signals its intent to remain at the forefront of hospitality innovation.