With first hotels bookable in November and more than 60 in development, new upscale conversion brand adds flexibility for owners and guests
Hilton announced the launch of Outset Collection by Hilton, the company’s 25th brand and eighth in its growing Lifestyle portfolio. The new brand underscores Hilton’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, Outset Collection provides more unique ways to stay.
The collection’s first hotels will begin welcoming guests later this year, with bookings available on Hilton.com starting this November. 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.
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.
A Focus on Owner Flexibility with the Backing of Hilton
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.
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 travelers 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, ranging from cafes with light bites to full lunch and dinner concepts.