Hilton has announced a new hotel brand for university and college towns, “Undergraduate by Hilton.”
Positioned as an upper midscale hotel brand, it is designed to complement the existing “Graduate by Hilton” brand and expand into a broader university market. Hilton sees long-term potential for 400 to 500 properties worldwide, with the first hotel scheduled to open in 2027.
The brand adopts a flexible development model that accommodates both new-build and conversion projects, enabling efficient and scalable developments for owners and developers. Target guests include all travelers visiting university communities, such as students, parents, alumni, sports fans, business travelers, and conference attendees.
In terms of facilities, the design centers on social spaces that reflect the rhythm of campus life. Properties will feature lounges and library areas, an all-day market with a resident barista, a cocktail program, and guest rooms based on the concept of a “creative classroom.”
While Graduate by Hilton is an upper-upscale, fully bespoke lifestyle brand, Undergraduate by Hilton is an upper midscale, prototype-based model. The two brands are clearly differentiated and together support Hilton’s college-town strategy. Hilton is moving forward with plans to expand its lifestyle portfolio to around 700 properties by 2028, positioning Undergraduate by Hilton as a core new brand within that growth. Members of Hilton Honors will be able to earn and redeem points at these properties.
