Undergraduate by Hilton – new upper‑midscale brand launched building on the success of Graduate by Hilton

Building on the success of Graduate by Hilton, the brand introduces a complementary expression of college-town hospitality. Undergraduate will extend Hilton’s presence with a flexible model designed to unlock development opportunities at scale and a cost structure suited to the demand in more campus-driven markets.

The brand has long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate brand.

“We saw a clear opportunity to bring the energy, design and experiences people love about campus communities to more university towns with this new brand. Undergraduate by Hilton unveils an exciting new era of college‑town hospitality, expanding how we show up for campus-connected travelers – offering more stay options while supporting disciplined, long‑term growth across our portfolio,” said Chris Nassetta, President and CEO, Hilton. “Undergraduate reflects the ongoing momentum of our Lifestyle portfolio, which is one of the most dynamic areas of expansion for our company as we plan to grow to offer 700 Lifestyle hotels globally by 2028, with 60 opening this year alone.”

A great solo travel tip spotted this week on Hotel Designs.