Hilton Launches Undergraduate Brand, Targeting 400-500 College-Town Hotels by 2027
Updated
Updated · stories.hilton.com · Jun 1
Hilton Launches Undergraduate Brand, Targeting 400-500 College-Town Hotels by 2027
7 articles · Updated · stories.hilton.com · Jun 1
Hilton unveiled Undergraduate by Hilton, an upper-midscale brand for college and university markets, with the first hotel expected to open in 2027.
The company said the brand is built for both new-builds and conversions, giving owners a lower-cost, more scalable way to add campus-adjacent hotels in markets where demand spikes around tours, sports and events.
Undergraduate is designed as an off-campus social hub for students, families, alumni and business travelers, and will plug into Hilton Honors, extending earning and redemption options to more than 250 million members.
The launch broadens Hilton’s college-town strategy beyond Graduate by Hilton, its upper-upscale brand, and supports a wider lifestyle push that the company says will reach 700 hotels globally by 2028.
With the mid-tier hotel market shrinking, can Hilton's new collegiate brand defy the economic odds?
Can a global hotel chain truly capture the authentic, local vibe of 500 different college towns?