(NEWS) MCLEAN, VA, United States, 2026-Jun-1 — /Travel PR News/ — Hilton has launched Undergraduate by Hilton, a new upper-midscale hotel brand designed for college and university markets. The brand will complement Graduate by Hilton, expanding Hilton’s campus-focused hospitality strategy into a broader range of destinations with a more scalable and flexible development model.
The new brand is aimed at travelers visiting college towns, including students, parents, alumni, sports fans, business travelers and conference attendees. Hilton said these markets generate steady year-round demand through campus visits, athletic weekends, reunions, graduations, academic events and local conferences.
Based on details shared in Hyatt’s official announcement, Undergraduate by Hilton is positioned below Graduate by Hilton, which operates as an upper-upscale, fully bespoke lifestyle brand. By contrast, Undergraduate will use a more standardised prototype designed to support both new-build and conversion projects, making it easier for owners and developers to bring the concept to more campus-driven markets. Hilton sees long-term potential for 400 to 500 Undergraduate hotels, with the first property expected to open in 2027.
The hotels will be designed as off-campus social hubs with public spaces such as lounges, library-inspired areas, all-day markets, barista-led food and beverage concepts and flexible guest rooms with study corners and storage. The brand will also allow local design touches linked to individual college communities, including artwork and retro-inspired details.
The launch forms part of Hilton’s wider lifestyle portfolio expansion. The company expects to grow its lifestyle segment to 700 hotels globally by 2028, with brands such as Graduate by Hilton, Canopy, Tempo, Motto, Curio Collection, Tapestry Collection and Outset Collection contributing to that growth.
Undergraduate by Hilton will participate in Hilton Honors, giving the programme’s more than 250 million members additional opportunities to earn and redeem points in college-town destinations.
