Hilton Launches Outset Collection Brand with Over 60 Hotels in Development Across U.S. and Canada

What's Happening?

Hilton has announced the launch of its new hotel brand, Outset Collection, with more than 60 hotels currently in development across the United States and Canada. This marks Hilton's 25th brand and is part of its Lifestyle portfolio, aiming to cater to guests seeking unique and independent hotel experiences. The first hotels under this brand will begin accepting reservations in November, with openings expected later this year. The Outset Collection will feature a diverse range of hotel types, including urban destinations, small towns, and adventure locations. Confirmed locations include Moab and Chicago. Hilton's strategy focuses on expanding its presence in the lifestyle and collection hotel segments, driven by the success of its existing brands such as Curio Collection and Tapestry Collection.

Why It's Important?

The introduction of the Outset Collection is significant as it aligns with Hilton's strategy to tap into the unbranded and independent hotel market, which comprises over 50 percent of the global hotel supply. This move is expected to strengthen Hilton's position in the lifestyle hotel segment, offering flexible formats that allow each hotel to maintain its unique identity. The expansion is likely to attract a diverse clientele seeking personalized experiences, thereby increasing Hilton's market share and enhancing its competitive edge in the hospitality industry.

What's Next?

Hilton plans to expand the Outset Collection to more than 500 hotels in the long term, primarily in the United States and Canada. The brand will offer a range of experiences and amenities based on market demand and guest preferences. Hilton Honors members will be able to book stays, earn and redeem points, and enjoy benefits through Hilton's direct channels, further integrating the new brand into Hilton's existing loyalty program.