Hilton has announced the launch of Outset Collection by Hilton, its 25th global brand and the latest addition to the company’s fast-growing Lifestyle portfolio.

The new upscale conversion brand has been created in response to rising demand for boutique hotels with independent identity and local character. Outset Collection will begin rolling out later this year, with bookings open in November on Hilton.com. More than 60 hotels are currently in development, with long-term plans to expand to over 500 properties across the US and Canada.

Hilton said the brand would introduce distinctive hotels ranging from city boutiques to small-town properties, adventure-focused outposts, and reimagined landmarks. Confirmed additions include a hotel in Chicago and a basecamp for outdoor exploration in Moab.

“At Hilton, we continue to reimagine what’s next in hospitality, and today, we’re delivering it,” said Chris Nassetta, president and CEO, Hilton. “Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world.”

The brand is designed to give hotel owners flexibility while benefitting from Hilton’s global scale. Each property will feature upscale finishes, story-driven design, and tailored amenities, with food and beverage options determined by market demand.

“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, president, global brands and commercial services, Hilton. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality.”

Hilton said Outset Collection builds on the success of its Curio and Tapestry brands, which have contributed to a strong pipeline of conversions across the US. It also reflects the company’s assessment of “white space” in the upscale and upper midscale collection segment, where more than half of the world’s hotel supply remains unbranded.

Outset Collection joins Hilton’s Lifestyle portfolio, which already includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. Earlier this year, Hilton’s Luxury and Lifestyle categories surpassed 1,000 hotels globally.

All Outset Collection properties will be part of the Hilton Honors loyalty programme, allowing members to earn and redeem points across the new brand.

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 25 world-class brands comprising more than 9,000 properties and over 1.3 million rooms, in 139 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 226 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.