New brand Outset Collection marks Hilton’s 25th globally and brings authentic, locally inspired stays to travelers seeking one-of-a-kind experiences
Hilton (NYSE: HLT) announced the launch of Outset Collection by Hilton, its 25th brand and latest addition to the company’s growing Lifestyle portfolio. Designed for travelers who value hotels with individuality and character, Outset Collection offers boutique properties that reflect the spirit of their destinations — supported by Hilton’s trusted standards and scale.
Launching with more than 60 hotels in development and long-term potential exceeding 500 properties across the U.S. and Canada, the first Outset Collection hotels will begin welcoming guests later this year, with reservations available on Hilton.com in November. Confirmed openings include a basecamp-style retreat in Moab and a boutique property in Chicago.
“Outset Collection is an expression of our commitment to growth, innovation, and meeting the evolving needs of travelers around the world,” said Chris Nassetta, president and CEO, Hilton. “By expanding our Lifestyle portfolio, we’re broadening how guests experience Hilton — and unlocking new possibilities for owners and communities alike.”A Fresh Chapter in Hilton’s Lifestyle Growth
The launch follows strong momentum across Hilton’s Curio Collection and Tapestry Collection, which together drive one of the industry’s leading shares of conversion openings in the United States. In Q2 2025, conversions across 10 Hilton brands accounted for more than one-third of new openings — underscoring sustained demand for flexible, high-quality independent hotels.
Outset Collection builds on this success with an upscale, design-forward platform that allows each property’s local story to shine — from restored landmarks to modern urban escapes. The brand gives owners creative freedom while benefiting from Hilton’s powerful commercial engine, loyalty base, and operational expertise.
“Independent hotels thrive when they can preserve their unique character while leveraging the strength of a global hospitality leader,” said Chris Silcock, president, global brands and commercial services, Hilton. “Outset Collection offers that balance — flexibility with the quality and performance Hilton is known for.”
Redefining Independent Hospitality
Each Outset Collection hotel will deliver upscale finishes, curated experiences, and narrative-driven design that celebrates place and purpose. Food and beverage concepts will flex by location — from casual cafés to destination restaurants — reflecting guest preferences and market demand.
All properties will participate in Hilton Honors, the company’s award-winning loyalty program with 226 million members, enabling guests to book directly, earn and redeem Points, and enjoy signature benefits across Hilton’s global portfolio.
At a Glance
Brand: Outset Collection by Hilton
Category: Lifestyle / Upscale Collection
Launch: 2025 (first hotels opening later this year; bookings from November)
Initial Pipeline: 60+ hotels in development; 500+ long-term potential (U.S. & Canada)
Portfolio: 25th Hilton brand; 8th Lifestyle brand
Leadership Quotes: Chris Nassetta, Chris Silcock
Loyalty Integration: Participates in Hilton Honors (226M+ members)
Example Locations: Moab (UT), Chicago (IL)
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