Hilton creates more flexibility with new collection

MCLEAN, Virginia – The hotel world can’t seem to get enough collection brands, with news breaking that Hilton has launched a lifestyle-focused soft brand called Outset Collection by Hilton.

Marking Hilton’s 25th brand and eighth lifestyle product, Outset Collection is focusing on boutique hotels with independent identities and experiences. The first confirmed properties are set to go live in November in the United States, including a base camp for exploration in Moab, Utah, and a boutique hotel in Chicago.

Hilton further stated that more than 60 hotels are in development, and it believes the long-term growth potential for Outset Collection stands at over 500 hotels across the United States and Canada alone.

Its bullish outlook is based on what it believes to have identified as a white space in the upscale and upper midscale collection segment, especially with more than 50% of the global hotel supply being unbranded or independent.

Hilton is also banking on its recent success with conversions, as it noted in the second quarter of 2025, with conversions across 10 Hilton brands accounting for more than one-third of openings.

Hilton said Outset Collection formats will be flexible, featuring upscale finishes and story-driven designs. 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 packed lunch and dinner concepts.

“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, president, global brands and commercial services, Hilton. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality. By combining one-of-a-kind properties with Hilton’s powerful commercial engine and commitment to exceptional product, service, and technology, we’re elevating our value proposition across the board.”