Hospitality giant Hilton has announced a new upper-midscale brand named Undergraduate by Hilton, aimed at growing its presence in university and college towns. The new brand is designed to build on the strategy of the established Graduate by Hilton chain, offering an accessible hospitality option tailored to smaller campus-driven markets.

The hotel group sees long-term potential to expand the new brand to between 400 and 500 properties, with the first site scheduled to open in 2027. This rollout will run alongside ongoing expansion plans for the Graduate brand. The company intends to target travellers visiting university hubs, including prospective students, family members, alumni, sports fans and conference delegates.

The business model for Undergraduate by Hilton supports both new-build developments and property conversions situated close to university campuses. Properties will feature social spaces designed as off-campus hangouts, incorporating a dynamic lounge and library areas. Guest rooms will follow a creative classroom theme featuring study spaces. Food and beverage options will include an all-day barista market alongside an elevated cocktail program created in partnership with Authentic Hospitality.

The launch follows broader momentum within Hilton’s lifestyle division, which aims to reach 700 properties globally by 2028. Chris Nassetta, president and CEO of Hilton, said: “We saw a clear opportunity to bring the energy, design and experiences people love about campus communities to more university towns with this new brand. Undergraduate by Hilton unveils an exciting new era of college‑town hospitality, expanding how we show up for campus-connected travelers – offering more stay options while supporting disciplined, long‑term growth across our portfolio.”

The brand will also connect to the Hilton Honors loyalty programme, allowing more than 250 million members to collect and spend points. Chris Silcock, president, global brands and commercial services at Hilton, said: “We’re continuously evolving how we connect with the next generation of travelers by creating new ways to stay within the places that matter most to them. With Undergraduate by Hilton, we’re broadening the stay experiences we offer, pairing community-led experiences with the scale of Hilton’s global platform to expand choice and deliver long-term value for owners.”

The brand joins an expanding lifestyle division that includes Graduate by Hilton, which currently has nearly 60 hotels in development in locations such as Tuscaloosa, Manhattan, Syracuse, Savannah, Laramie, Flagstaff and Boulder. The division has also seen growth through the Outset Collection by Hilton, an exclusive agreement with YOTEL under Select by Hilton, and expansion across the Canopy, Motto and Tempo brands.