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Hilton has unveiled Outset Collection by Hilton. It marks the hotel giant’s 25th global brand and the eighth addition to its growing Lifestyle portfolio. The new collection expands Hilton’s presence in one of hospitality’s fastest-growing segments and caters to travelers seeking boutique-style hotels with authentic local character and independent design.
Like Marriott’s Autograph Collection or Design Hotels and Hyatt’s Unbound Collection, Outset Collection is designed to meet the needs of guests looking for individually inspired stays while still enjoying the trust, service, and global reach of Hilton. This is Hilton’s third conversion brand with Curio Collection and Tapestry Collection rounding out the trio. The first hotels under the Outset Collection banner are expected to open later this year with bookings available beginning in November. At launch, the brand will feature more than 60 hotels in development, with ambitions to grow to over 500 properties across the United States and Canada. Each hotel will celebrate its own identity. These range from urban boutiques to small-town retreats, adventure lodges, and heritage landmarks. Confirmed locations include a basecamp for exploration in Moab and a boutique property in Chicago.
Hilton developed Outset Collection with a focus on flexibility for owners and developers. The brand supports both new builds and conversions, which appeals to independent hoteliers seeking the benefits of Hilton’s scale, loyalty program, and operational expertise while maintaining creative freedom in design and amenities. This approach builds on the success of Hilton’s Curio Collection and Tapestry Collection, which together lead the US market in conversion growth. In the second quarter of 2025, conversion properties represented more than 33% of Hilton’s total openings.
Hotels within the Outset Collection will feature upscale finishes and design narratives rooted in local culture while maintaining Hilton’s quality and consistency. Food and beverage offerings will be customizable, from casual cafés and craft cocktail bars to full-service restaurants, tailored to each property’s destination.
The launch of Outset Collection reinforces Hilton’s strategic leadership in the Lifestyle and Collection segments, which have become key growth drivers for the company. Hilton’s Lifestyle portfolio now includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo, and Motto, and continues to expand rapidly across global markets. Earlier in 2025, Hilton’s Luxury and Lifestyle categories surpassed 1,000 operating hotels worldwide.
All Outset Collection hotels will participate in Hilton Honors, which now boasts more than 226 million members globally. Guests will be able to book directly, earn and redeem points, and access exclusive member benefits across all of Hilton’s 25 brands. With Outset Collection, Hilton continues its momentum as one of the world’s largest hospitality companies.
Chris Nassetta, President and CEO of Hilton, said:
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. 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.”
Anthony’s Take: I love boutique hotels and I love earning points. This is a win-win and I look forward to seeing which properties join the Outset Collection.
(Image Credits: Hilton.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
