Hilton Unveils Outset Collection: Its 25th Brand Launch
Hilton is gearing up for an exciting milestone in 2025 with the introduction of its 25th brand, the Outset Collection by Hilton. This new addition marks the eighth brand in Hilton’s Lifestyle portfolio, specifically crafted for travelers seeking boutique hotels with a distinctive identity and experience.
Set to debut later this year, the Outset Collection will begin accepting bookings in November. While Hilton has yet to disclose the specific locations of its inaugural properties, the company promises to deliver its renowned hospitality in unexpected places, including urban centers, charming small towns, adventure hotspots, and unique destinations.
Among the initial offerings, travelers can look forward to a basecamp in Moab and a boutique hotel in California. In total, Hilton has 60 properties in development for the Outset Collection, with ambitious plans to expand to over 500 hotels across the United States and Canada.
Chris Nassetta, Hilton’s president and CEO, emphasized the importance of this expansion, stating, “By broadening our Lifestyle portfolio, we are enhancing the ways guests interact with Hilton and unlocking new opportunities for our owners, teams, and the communities we serve.”
The Outset Collection joins a growing trend of independent hotel collections within major brands, allowing these hotels to benefit from a robust loyalty program while maintaining their unique brand identities. This means that no two Outset Collection properties will be the same, providing travelers with a diverse range of experiences.
Chris Silcock, president of global brands and commercial services at Hilton, highlighted the advantages for independent hotels, saying, “Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader. With Outset Collection, we are offering owners the flexibility they desire without compromising on quality.”
Hilton is not alone in this pursuit. In late September, Marriott introduced a similar brand, Series by Marriott, aimed at incorporating regionally relevant hotels into its extensive portfolio. This move reflects a growing interest in lifestyle hotels that cater to discerning travelers seeking unique stays, as well as independent hotel owners eager to engage with a powerful loyalty program.
In early 2025, Hyatt also launched Unscripted by Hyatt, adopting a comparable approach. This collection emphasizes a flexible, style-driven concept where each property showcases its own identity and local charm while maintaining Hyatt’s high standards of quality and service.
As reported previously, these conversion properties enable companies like Hilton to increase their room count while allowing hotel owners to avoid the costs associated with new constructions or significant renovations. By partnering with well-known brands, properties can elevate their visibility and appeal to a broader audience.
Hilton’s Silcock succinctly captured the essence of this strategy: “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.”
The emergence of new lifestyle brands like the Outset Collection enriches the travel landscape, providing travelers with more options for booking accommodations with points. For Hilton Honors members, this development is particularly exciting, as it expands their choices for unique stays.
In conclusion, Hilton’s Outset Collection is set to redefine the boutique hotel experience, offering travelers distinctive accommodations while maintaining the quality and service Hilton is known for. With a commitment to innovation and a focus on independent identities, Hilton is poised to make a significant impact in the lifestyle hotel market. Whether you’re a frequent traveler or planning your next adventure, the Outset Collection promises to deliver unforgettable experiences in some of the most unexpected and charming locations.
