Hilton will go back to school, but this time for undergrad. The company announced a new brand derived from Hotels for graduates called Bachelor by Hilton.
Positioned as a mid-upper tier brand, Under Graduate by Hilton will focus on locations in university cities which “see consistent year-round demand tied to tours, sports weekends and campus gatherings,” according to a statement from Hilton.
Hotels for graduates They have locations in the US and UK and feature on-site bars and restaurants, as well as an intentional design tied to the college towns where the hotels are located.
Under Graduate by Hilton will be similar, but in a more scalable way. In fact, Hilton projects that the brand could grow to include 400 to 500 hotels. These hotels will also be more accessible in price, both for people who pay in cash and for Hilton Honors Members looking to book with points.
But what will those hotels be like? Hilton’s plan is to build properties that “feel like an always-on off-campus gathering place” with lounges and library-like spaces open to guests, the community and students. Additionally, New York City-based Authentic Hospitality will lead the brand’s cocktail program, while an all-day café will help give all “graduates” a place to work and recharge during the day.
Rooms will be designed to feel like “creative classrooms,” with spaces for work and art, and designed with a focus on the college or university at that location.
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“We saw a clear opportunity to bring the energy, design and experiences people love about college communities to more college towns with this new brand,” shared Chris Nassetta, CEO and president of Hilton. “Under Graduate by Hilton introduces an exciting new era of hospitality in college towns, expanding how we present ourselves to campus-connected travelers, offering more stay options while supporting disciplined, long-term growth across our portfolio.”
The first Under Graduate by Hilton location is scheduled to open in 2027.
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Editorial Disclaimer: The opinions expressed here are solely those of the author, not of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.
