Hilton celebrates the year 2025 with the just-announced launch of its (wait for it) mark number 25Hilton Outset Collection.
The eighth brand in Hilton’s lifestyle portfolio, Outset Collection by Hilton, was designed for “guests seeking boutique hotels with a standalone identity and experience,” according to a statement Hilton shared with TPG ahead of the launch.
Outset Collection is currently scheduled to launch its inaugural properties later this year, with bookings beginning in November. While Hilton is staying mum on the exact details of those initial properties, the company is touting that this new brand will offer “signature Hilton hospitality in places guests wouldn’t expect, ranging from urban destinations, small towns, adventure outposts and offbeat hubs.”
Related: The 21 Best Hilton Hotels in the World
Right now, those destinations include a base camp in Moab and a boutique hotel in California. In fact, there are currently 60 hotels in development, with potential growth planned to more than 500 hotels in the United States and Canada.
“By expanding our Lifestyle portfolio, we are expanding the ways guests interact with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve,” shared Chris Nassetta, president and CEO of Hilton, in the announcement.
Outset Collection joins a host of new standalone hotel collections from major brands, allowing hotels to access the benefits of a massive loyalty program while remaining true to their individual brand identity. In short, that means no two Outset Collection properties will be the same.
“Independent hotels thrive when they can preserve their unique character while leveraging the power of a global hospitality leader,” said Chris Silcock, president of global brands and business services at Hilton. “With the Outset Collection, we offer homeowners the flexibility they want without compromising quality.”
At the end of September, Marriott launched a similar brandSeries by Marriott, marked as a way for the company with the world’s largest loyalty program to “incorporate strong, regionally relevant brands and hotels into Marriott’s portfolio,” according to Marriott.
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Hilton is clearly looking for a piece of the same pie: lifestyle hotels that cater to savvy travelers looking for a unique stay and independent hotel owners who want to leverage a strong loyalty program to attract people to their rooms.
But they are not alone. At the beginning of 2025, Hyatt presented Unscripted by Hyatt. The Chicago-based company’s language is no different: Unscripted bills itself as a “flexible collection-style approach where each property reflects its own identity and local flavor but remains unmistakably Hyatt in quality and care.”
As TPG previously reported, these conversion properties help companies like Hilton (through Outset Collection, along with sister portfolios Tapestry Collection and Curio Collection) increase room counts while helping owners avoid expensive new construction or significant, costly changes that come with brand standards, rather than raising the brand flag. popular stories we’re all familiar with about properties that tell a similar story despite geographic differences.
Hilton’s Silcock says it best: “By combining unique properties with Hilton’s powerful business engine and its commitment to exceptional products, services and technology, we are elevating our value proposition across the board.”
In a nutshell
Another day, another new brand. But despite the plethora of new lifestyle brands like Outset Collection (and its competitors) emerging, we can at least rest content knowing that, at the end of the day, it’s giving us a lot more places to book with points. and for Hilton Honors LoyaltyThis news should be even sweeter.
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