Hilton Launches Lifestyle-Oriented 25th Brand

Hilton is further expanding its fast-growing lifestyle portfolio with the launch of Outset Collection by Hilton, the company’s 25th overall brand and its eighth in the lifestyle segment. The new upscale conversion brand is designed for travelers seeking independent stays that reflect the spirit of their destinations — what Hilton labels from “urban boutiques” to “adventure outposts.”

The first Outset Collection properties are expected to begin welcoming guests later this year, with bookings opening in November. At launch, more than 60 hotels are already in development, with long-term potential exceeding 500 properties across the United States and Canada.

“Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world,” Hilton CEO Chris Nassetta said in a statement. “By expanding ourLifestyleportfolio, wearebroadening the ways guests engage with Hiltonandunlocking new possibilities for our owners, our teams and the communities we serve.”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.”

Hilton’s latest brand builds on the success of its conversion-focused lifestyle flagships, Curio Collection and Tapestry Collection, which have helped drive record development momentum. In the second quarter of 2025, conversions across 10 Hilton brands represented more than one-third of the company’s openings in the U.S.

“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” Chris Silcock, Hilton’s president of global brands and commercial services, said in a statement. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality.”

Each Outset Collection property is meant to showcase story-driven design and locally inspired character. Food and beverage concepts will also vary based on market demand and guest preferences, allowing for cafés, bars, or full-service restaurants tailored to each destination.

Hilton’s latest move follows an industry-wide race to capture all price points of the lifestyle spectrum, a category where style and local flavors meet.

Accor’s Handwritten Collection — of which Treasure Island in Las Vegas is joining — tapped into similar demand from both guests and independent owners. These light-touch conversion brands appeal to travelers seeking design-forward experiences without luxury-level rates — and to developers seeking entry points with lower capital investment.

The Big Picture

The addition of Outset Collection underscores Hilton’s strategy to fill every gap in its global portfolio, from ultra-luxury Waldorf Astoria to premium economy with Spark by Hilton — and now an approachable lifestyle collection.

For travel advisors, the new brand means more options in secondary and drive-to markets, particularly for clients who crave boutique personality backed by Hilton Honors perks.

With Outset Collection, Hilton is signaling that the future of lifestyle hospitality isn’t just about trendsetting design; it’s about access, flexibility, and community feel.

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