Hilton Worldwide Holdings Inc. announced today (2025‑10‑06) the launch of the Outset Collection by Hilton, its 25th brand and eighth in the Lifestyle portfolio. The new brand adds a boutique, independent‑style experience to Hilton’s portfolio, with all properties set to participate in the Hilton Honors loyalty program that serves more than 226 million members worldwide.
The collection will begin welcoming guests later this year, with bookings available on Hilton.com starting in November. At launch, the brand will have more than 60 hotels in development and a long‑term growth potential of over 500 hotels across the United States and Canada. Confirmed properties include a basecamp for exploration in Moab and a boutique hotel in Chicago.
By adding the Outset Collection, Hilton targets the growing collection and lifestyle segment, offering owners flexibility while leveraging its global brand and loyalty program. The move expands Hilton’s reach into off‑beat and urban markets, potentially driving new revenue streams and strengthening its competitive position in the hospitality industry.
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