Hilton leans into lifestyle with launch of Outset Collection by Hilton

Hilton has expanded its lifestyle and upscale conversion brand portfolio with the launch of Outset Collection by Hilton.

The addition marks the company’s 25th brand and eighth lifestyle concept and is targeting guests looking for boutique hotels in places they might not expect, such as adventure outposts and offbeat hubs.

Hilton said it sees the potential for more than 500 hotels under this category across the United States and Canada alone.

The Outset Collection by Hilton will begin welcoming guests from November and launch with a pipeline of more than 60 hotels in development.

Confirmed hotels within the collection include a basecamp exploration in Moab and a boutique hotel in Chicago.

Like its sister brands Curio Collection and Tapestry Collection, the Outset Collection will feature a range of hotels with a focus on owner flexibility and conversion opportunities.

The latest brand will sit alongside Hilton’s growing lifestyle portfolio, which also includes NoMad, Canopy, Graduate, Tempo, Motto and the Curio and Tapestry Collections.

Earlier this year, Hilton’s lifestyle segment reached 1,000 hotels globally, coinciding with an industry-wide boom in lifestyle hotels. 

In June 2024, Hilton also appointed the former president of Graduate Hotels, Kevin Osterhaus, as its new global lifestyle president after the brand was incorporated into Hilton’s wider collection last year, marking Hilton’s first brand acquisition in 25 years.

Chris Nassetta, president and chief executive, Hilton, said: “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. 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.”

Chris Silcock, president, global brands and commercial services, Hilton, added: “Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader. 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 currently has a portfolio of 9,000 properties in 139 countries and territories across 24 hotel brands.