US: Hilton has introduced its 25th brand, the Outset Collection, with more than 60 hotels in development initially in the US.
Outset Collection will feature a range of hotels with “upscale finishes and story-driven designs”. Confirmed hotels so far include a basecamp for exploration in Moab and the boutique hotel ACME in Chicago.
Bookings for the first properties in the collection will be made available on Hilton starting this November.
The launch follows Q2 2025 data which showed that conversions across 10 Hilton brands accounted for more than one-third of openings.
Chris Nassetta, president and CEO, Hilton, 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.”
Outset Collection will join Hilton’s lifestyle brands including NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto.
“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, president of 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 anticipates a long-term growth potential of more than 500 Outset Collection hotels across the United States and Canada.
Highlights:
• Hilton has launched its 25th brand, the Outset Collection, focused on independent boutique conversions
• More than 60 Outset Collection hotels are already in development, primarily across the United States
• Hilton aims to grow the Outset Collection to more than 500 hotels across the US and Canada
• The launch expands Hilton’s lifestyle portfolio to eight brands including NoMad, Canopy, Curio Collection, and Graduate