Hilton announces the launch of Outset Collection by Hilton, the company’s 25th brand

EDITOR
Nov 6
5 min read

Chris Nassetta, president and CEO, Hilton. “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.” — **Chris Nassetta, president and CEO, Hilton.** *“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 today announced the launch of Outset Collection by Hilton, the company’s 25th brand and eighth in its growing Lifestyle portfolio. The new brand underscores Hilton’s dramatic growth trajectory and focus on offerings for customers in the fastest-growing segments, particularly the collection and lifestyle spaces. With an increase in guests looking for boutique hotels with an independent identity and experience, Outset Collection provides more unique ways to stay.

The collection’s first hotels will begin welcoming guests later this year, with bookings available on Hilton.com starting this November. At launch, Outset Collection will have more than 60 hotels in development, with long-term growth potential of more than 500 hotels across the United States and Canada alone.

Hilton announces the launch of Outset Collection by Hilton, the company’s 25th brand and eighth in its growing Lifestyle portfolio

With first hotels bookable in November and more than 60 in development, new upscale conversion brand adds flexibility for owners and guests

With an increase in guests looking for boutique hotels with an independent identity and experience, Outset Collection provides more unique ways to stay

Update - Nov. 5, 2025:

Outset Collection by Hilton Properties Are Now Bookable - Outset Collection by Hilton properties are now accepting reservations for stays beginning later this month. From an urban hotspot to an adventure outpost, the first two properties offer stays deeply rooted in their location:

Slackline Moab, Outset Collection by Hilton – Slated to open later this month Set against the stunning red rocks of Utah, Slackline Moab, Outset Collection by Hilton blends laidback comfort with rugged spirit, making it the perfect basecamp for explorers. Guests can kick back in modern, adventure-ready rooms with gear storage for outdoor pursuits, fuel up at the on-site café, and swap stories around the firepit after a day of hiking, biking or stargazing in nearby Arches and Canyonlands National Parks.

ACME Hotel Chicago, Outset Collection by Hilton – Slated to open in December Located in the heart of Chicago’s River North neighborhood, ACME Hotel Chicago, Outset Collection by Hilton pairs edgy, art-driven design such as vibrant murals and retro-cool décor with smart tech. Whether starting the day with a craft coffee in the lobby, heading out to explore the Magnificent Mile, or winding down with a cocktail at the hotel bar, ACME Hotel Chicago is the ideal stay for those who like their getaways with a side of personality.

This diverse collection of hotels, initially in the United States, will put Hilton’s signature hospitality in places guests might not expect, ranging from urban destinations, small towns, adventure outposts and offbeat hubs. Confirmed hotels in the collection include a basecamp for exploration in Moab 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,” said Chris Nassetta, president and CEO, Hilton. “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.”

A Focus on Owner Flexibility with the Backing of Hilton

Driven by the fast-paced growth of Hilton’s existing brands, particularly Curio Collection and Tapestry Collection, the company has consistently delivered industry-leading share of conversions in the United States. In the second quarter of 2025, conversions across 10 Hilton brands accounted for more than one-third of openings.

Building on this success of conversion hotels, Outset Collection will feature a range of hotels, with upscale finishes and story-driven designs. The format is flexible so that each location’s identity can run deep. Whether it is hidden gems, revived landmarks or urban boutiques, each stay is layered with narrative and purpose.

Owners will balance strong product and service with a wider, more flexible range of experiences and amenities, along with the quality and award-winning hospitality that travelers have come to expect from Hilton. 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.”

Hilton’s Development Strategy and Leadership in the Lifestyle Space

Hilton has a rich history of strategically developing and launching new brands for every guest and every travel occasion. Hilton continuously evaluates the market and identified a white space in the upscale and upper midscale collection segment. More than 50 percent of the global hotel supply is unbranded or independent, and Hilton recognized an opportunity to address an unmet need.

Outset Collection will join Hilton’s robust Lifestyle portfolio, which also includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. The continued focus on this category is underscored by tremendous growth. Earlier this year, Hilton’s Luxury and Lifestyle portfolios reached 1,000 hotels globally.

All hotels in Outset Collection will participate in Hilton Honors, the award-winning guest loyalty program with more than 226 million members for Hilton’s portfolio of world-class brands. Members will be able to book, earn and redeem Hilton Honors Points for stays through Hilton’s direct channels and enjoy the Hilton Honors benefits they know and love. Read more here - Hotel Management Global Outlook Link