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Hilton has announced the launch of Undergraduate by Hilton, a new upper-midscale brand designed to expand the company’s lifestyle portfolio. The move follows the successful introduction of Graduate by Hilton and aims to bring a similar, hospitality-focused experience to a wider range of markets.

Undergraduate by Hilton is positioned as an upper-midscale brand, catering to travellers seeking a blend of comfort, style, and functionality. While details regarding specific locations and design elements remain limited, the brand’s name suggests a focus on appealing to a demographic similar to that targeted by Graduate by Hilton – often associated with college towns and vibrant communities.

The Graduate by Hilton brand has already established a reputation for its distinctive design and locally-inspired experiences, often incorporating elements that reflect the history and culture of the surrounding area. The success of Graduate serves as a foundation for Undergraduate, indicating Hilton’s strategy to replicate this model across a broader geographic footprint.

Hilton’s expansion into the upper-midscale segment with Undergraduate by Hilton signals a continued commitment to diversifying its brand offerings and capturing a larger share of the growing lifestyle hotel market. The company expects the new brand will resonate with travellers seeking a more curated and engaging hospitality experience.