Hilton Introduces Outset Collection, Expanding Its Lifestyle Reach
Hilton debuts its 25th brand, Outset Collection, an upscale conversion label aimed at properties with local character and individuality, with more than 60 hotels in development and 500 projected across the U.S. and Canada.
Photo: Courtesy of Hilton
Hilton has unveiled Outset Collection by Hilton, its 25th brand and the eighth within its lifestyle portfolio, marking an expansion aimed at meeting the growing demand for hotels with an independent character and a local perspective. The new conversion brand debuts with more than 60 projects in development and bookings expected to open in November.
Positioned in the upscale segment, Outset Collection gives owners latitude to preserve a property’s design DNA while benefiting from Hilton’s distribution, technology, and loyalty infrastructure. The approach mirrors the company’s success with Curio and Tapestry, two soft brands that have driven Hilton’s strong conversion pipeline in North America. In Q2 2025, conversions accounted for more than a third of new openings across Hilton’s 10 brands—a sign that flexibility, not uniformity, is fueling growth.
Confirmed Outset Collection properties include adventure outposts, such as a base camp in Moab, and a boutique hotel in Chicago. The brand’s stated goal is “soulful, independent hotel experiences.”
That strategy reflects a broader trend among global hotel groups. Independent operators seeking scale are increasingly turning to collection models that promise global reach without creative compromise. With more than half of the world’s hotel supply remaining unbranded, it presents a significant opportunity for the company. Hilton projects potential for 500 Outset hotels across the U.S. and Canada alone.
“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, Hilton’s president of global brands and commercial services. Backed by the Hilton Honors network, which now has more than 226 million members, Outset Collection properties will have immediate access to one of hospitality’s largest loyalty audiences.
With Outset joining brands such as NoMad, Graduate, Tempo, and Motto, Hilton’s luxury and lifestyle portfolio has now surpassed 1,000 hotels globally—evidence that scale and individuality are no longer mutually exclusive in the group’s playbook.
