Hilton's brand growth is continuing unabated with the launch of its 25th brand and the eighth in its Lifestyle portfolio. The new Outset Collection by Hilton will target “guests looking for boutique hotels with an independent identity and experience,” the company said in a statement.

The collection’s first hotels are slated to open later this year and reservations will be available starting in November. At launch, Outset Collection will have more than 60 hotels in development, and expects long-term growth potential of more than 500 hotels across the United States and Canada alone. Markets for the properties will include cities, small towns and “offbeat hubs.” Confirmed hotels in the collection include an outdoor-focused property in Moab, Utah, and a boutique hotel in Chicago.

“At Hilton, we continue to reimagine what’s next in hospitality, and today, we’re delivering it. Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world,” Chris Nassetta, president and CEO, Hilton, said in the statement. “By expanding our Lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve.”

Flexibility

The conversion-focused brand was inspired by the growth of Hilton’s existing brands, particularly the Curio and Tapestry Collections. In the second quarter of 2025, conversions across 10 Hilton brands accounted for more than a third of the company’s openings.

Hilton expects Outset Collection hotels will balance “strong product and service with a wider, more flexible range of experiences and amenities.” 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 full 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.”

Lifestyle Strategy

The new brand will fit “in the upscale- and upper-midscale collection segment.” According to the company’s data, more than 50 percent of the global hotel supply is unbranded or independent, which the leadership saw as an “opportunity to address an unmet need.”

In June, Hilton’s Luxury and Lifestyle portfolios opened the company’s 1,000th hotel globally and had nearly 500 more in the pipeline. At the time, the company planned to add more than 150 luxury and lifestyle hotels around the world.

Hilton’s Lifestyle portfolio also includes the NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto brands.