Hilton Launches Undergraduate by Hilton Hotel Brand
Hilton has officially launched Undergraduate by Hilton, a new hotel brand focused on smaller college towns and university communities. The brand is designed to complement Graduate Hotels, which Hilton acquired in 2024. It targets secondary and tertiary college markets with a more affordable and flexible operating model.
According to Hilton, Undergraduate by Hilton will bring the same college-town-inspired atmosphere that has made Graduate Hotels popular, but in a format that can work in smaller university markets where a full Graduate property may not be feasible. The company says the new brand will help expand its presence in college communities that have traditionally lacked branded lifestyle hotel options.
The launch continues Hilton’s rapid expansion of its brand portfolio. Undergraduate becomes another addition to Hilton’s growing lifestyle segment, which has seen significant growth following the acquisition of Graduate Hotels and the introduction of several new hotel concepts in recent years.
While Graduate Hotels generally focus on larger university markets such as Ann Arbor, Auburn, and Bloomington, Undergraduate by Hilton is expected to target smaller college towns with a lower price point and simplified operating model. Hilton says it sees long-term expansion potential of 400-500 Undergraduate by Hilton hotels, with the first property anticipated to open in 2027.
Features
Some of the features that guests can expect, include:
- Social public spaces built to feel like an always-on, off-campus hangout, with a dynamic lounge and library-inspired areas to welcome guests, students and locals throughout the day.
- A prototypical approach that is cohesive yet flexible, allowing hotels to easily and enthusiastically tap into their local college culture through authentic customization, a robust art program and simple details described as “retro the right way.”
- Guest rooms are crafted as “creative classrooms” supporting a range of stay occasions, combining bold, purposeful design with adaptable layouts anchored by a dedicated study corner and functional storage.
- A barista-led all-day market and social space designed as an energetic off-campus hangout, featuring grab-and-go retail, curated essentials and cult-favorite items designed for on-the-go convenience from morning through late evening.
- A cocktail program powered by Authentic Hospitality, the group behind buzzy New York City venues like Ray’s and Pebble Bar, amps up the bar offering for properties seeking a more elevated experience. Channeling the spirit of a favorite college dive bar, menus playfully elevate campus classics.
Hilton Honors
Undergraduate properties will participate in Hilton Honors, allowing guests to earn and redeem points just as they do across the rest of Hilton’s portfolio. As the brand grows, it should provide more options for travelers visiting college campuses, attending sporting events, graduation ceremonies, or other university-related travel.
