Hilton has announced the launch of Outset Collection by Hilton, marking the company’s 25th brand and its eighth addition to the rapidly expanding Lifestyle portfolio. The new brand is designed to meet growing demand for boutique-style hotels that blend independent character with Hilton’s world-class hospitality.

Set to welcome its first guests later this year, Outset Collection already has more than 60 hotels in development and long-term ambitions to exceed 500 properties across the United States and Canada. Bookings will open this November on Hilton.com.

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

The new collection will bring Hilton’s signature service to unexpected destinations — from adventure outposts and small towns to urban hubs and creative enclaves. Confirmed openings include a basecamp-inspired hotel in Moab, Utah, and a boutique property in Chicago.

Driven by the success of Hilton’s Curio Collection and Tapestry Collection, the company continues to lead in conversion growth. In the second quarter of 2025, conversion projects across Hilton’s portfolio accounted for more than one-third of all openings in the U.S.

Each Outset Collection property will feature a distinct story and design, allowing owners to preserve a hotel’s local character while benefiting from Hilton’s powerful commercial platform. The flexible model lets hoteliers tailor experiences — from design details to dining concepts — while maintaining high standards of quality and service.

“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 at Hilton. “Outset Collection offers the flexibility owners want without compromising on quality.”

With more than half of the world’s hotel supply still unbranded or independent, Hilton sees Outset Collection as a major opportunity to bring upscale, story-driven hospitality to new markets. It joins Hilton’s growing Lifestyle family alongside NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo, and Motto — a segment that recently surpassed 1,000 properties worldwide.

All Outset Collection hotels will participate in Hilton Honors, the company’s award-winning loyalty program with over 226 million members, offering guests the chance to earn and redeem Points across Hilton’s global portfolio.