Hilton targets college towns with new hotel brand
International news
Hilton has launched Undergraduate by Hilton, a new upper-midscale hotel brand aimed at expanding its presence in university and college markets, with the first properties expected to open in 2027.
The move builds on the company’s Graduate by Hilton brand and targets destinations where demand from students, families, alumni and sports fans often exceeds the supply of branded accommodation.
The hotel group said the new brand has long-term potential for between 400 and 500 hotels worldwide. Undergraduate by Hilton will support both new-build and conversion projects, giving owners greater flexibility while extending Hilton’s reach into smaller and mid-sized college towns.
Unlike Graduate by Hilton, which operates in the upper-upscale lifestyle segment with individually designed hotels, Undergraduate by Hilton adopts a standardised development model that can be adapted for local markets.
Mohamed Dabo