Hilton Debuts Outset Collection, Its 25th Lifestyle Brand
Hilton has unveiled its 25th brand, Outset Collection by Hilton, a new lifestyle brand designed to celebrate individuality and authenticity through boutique-style hotels. The first properties will open for bookings in November 2025, marking the beginning of Hilton’s latest expansion into the independent lifestyle segment.
At launch, the Outset Collection will feature over 60 hotels, with as many as 500 properties expected to join the brand across the United States and Canada in the coming years. All participating hotels will be fully integrated into the Hilton Honors loyalty program, giving guests access to points, benefits, and exclusive experiences.
The Outset Collection distinguishes itself from Hilton’s other brands by focusing on unique stays in distinctive destinations, from adventure-inspired properties like a basecamp in Moab, Utah, to urban boutique hotels such as the ACME Hotel Chicago. Each property will be independently owned and curated, allowing for diverse amenities, design elements, and guest experiences that reflect the character of their local communities.
“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, President of Global Brands and Commercial Services at Hilton. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality. By combining one-of-a-kind properties with Hilton’s powerful commercial engine and commitment to exceptional product, service, and technology, we’re elevating our value proposition across the board.”
Hilton’s new collection joins a growing portfolio of lifestyle and soft brands catering to modern travelers who seek authenticity and connection. Outset will complement other Hilton collections such as Curio Collection by Hilton and Tapestry Collection by Hilton, but with a distinct focus on economy and midscale boutique hotels that embrace local culture and storytelling.
Earlier this year, Hilton announced that its lifestyle portfolio surpassed 1,000 hotels worldwide, solidifying its leadership in one of the fastest-growing hospitality segments. With the introduction of Outset Collection, Hilton continues to expand its reach and provide independent hoteliers with a platform that combines creative freedom and global brand strength.
The new brand underscores Hilton’s commitment to innovation and diversity within its portfolio, meeting the evolving preferences of travelers who crave experiences as distinctive as the destinations themselves.
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