Graduate by Hilton Dallas officially opened its doors this week, introducing the Graduate brand to Texas. The 93-room boutique property stands directly across from Southern Methodist University in Highland Park. Developed and designed by AJ Capital Partners, the Hotel blends mid-century modern architecture with Texas ranch charm. Amenities include a vibrant lobby lounge, outdoor pool and terrace, flexible event spaces, and the Los Charros Tex-Mex Smokehouse. Hilton Honors members can earn and redeem points during stays, underscoring Hilton's commitment to loyalty travelers.
Key Points
- Why it matters: Graduate by Hilton enters Texas, expanding Hilton's collegiate-themed sub-brand into a crucial hospitality market.
- 93 rooms showcase mid-century architecture infused with Texas flair for a distinctive guest experience.
- Signature Los Charros Tex-Mex Smokehouse offers communal dining that honors Mexican horseman heritage.
- Lobby lounge doubles as a co-working hub with Poindexter Coffee and a large communal table.
- Second Graduate by Hilton property slated for Austin, signaling rapid regional growth.
Snapshot
Graduate by Hilton Dallas occupies the former Lumen Hotel site, preserving its mid-century bones while layering warm wood tones, textured textiles, and leather details evocative of the Lone Star State. Guest rooms mix iconic Graduate plaid with cowhide accents, creating a playful balance between collegiate nostalgia and modern comfort. The outdoor terrace wraps around a turquoise-tiled pool, while interior public spaces feature large-scale art nodding to SMU athletics and Texas cultural icons. Los Charros Tex-Mex Smokehouse anchors the food-and-beverage program with mesquite-smoked brisket tacos served at a 20-seat sharing table. With intimate meeting rooms and a 1 000-square-foot rooftop deck, the hotel targets both visiting families and university-adjacent events.
Background
Hilton acquired the 35-property Graduate Hotels collection for $210 million in 2024, folding the collegiate-inspired brand into its lifestyle portfolio. Each Graduate property channels local academic traditions through maximalist design and hyper-local storytelling. Dallas marks the brand's first step into Texas, a state Hilton calls "one of the country's largest and most dynamic hospitality markets." AJ Capital Partners retained ownership and design control, echoing its developer role on earlier Graduate conversions. By reusing the Lumen's structural frame, the team cut construction time while keeping the building's mid-century silhouette. The project also leverages Highland Park's walkability and its proximity to SMU athletic venues, hoping to tap demand from alumni weekends and game-day crowds.
Latest Developments
Texas rollout accelerates
Hilton confirmed that a second Graduate by Hilton will break ground in downtown Austin later this year, with an opening targeted for late 2026. The company says the Austin site will echo Dallas's "collegiate-meets-local" formula, drawing on University of Texas iconography and the city's live-music heritage. Graduate's Texas pipeline aligns with Hilton's broader strategy to grow lifestyle brands in high-ADR urban clusters, complementing Canopy and Motto footprints. Analysts note that Austin's tech-driven Corporate Travel and SXSW Festival traffic could give Graduate a valuable mid-scale niche between boutique independents and big-box convention hotels.
Hilton integrates Graduate into Honors
Graduate by Hilton Dallas launches fully embedded in Hilton Honors, letting members redeem points for stays or on-property dining. Elite perks mirror those at other lifestyle flags, including space-available upgrades and late checkout. The integration also feeds Graduate's direct-booking channels, a key advantage after last year's acquisition. Hilton's central reservation system now drives Graduate inventory, improving visibility on the Hilton app and website. Executives expect the Honors tie-in to entice alumni who already hold co-branded Hilton credit cards, boosting weekend occupancy during football season and commencement periods.
Analysis
Graduate by Hilton Dallas arrives at the intersection of two enduring Travel Trends: design-forward boutique hotels and university-adjacent lodging that caters to visiting scholars, families, and sports fans. By embedding the brand within Hilton's engine, Dallas gains both storytelling cachet and the distribution muscle of one of the world's largest hospitality companies. The property's 93-key size allows for personalized service while keeping operating costs lean, a formula well suited to Highland Park's upscale but space-constrained real-estate market. The decision to maintain the building's original façade also supports sustainability goals through adaptive reuse, aligning with Gen Z and millennial travelers' expectations. Meanwhile, the Tex-Mex Smokehouse adds a differentiated F&B concept that can pull local diners beyond the university crowd, broadening revenue streams beyond room nights. If performance metrics meet targets, Hilton's planned Austin outpost could catalyze further Graduate expansion into other Big 12 or SEC college towns, creating a network effect that reinforces the brand's collegiate identity across the South.
Final Thoughts
Graduate by Hilton Dallas blends nostalgic campus storytelling with Texas warmth, carving out a unique space in a competitive Dallas Hotel market. Its proximity to SMU, loyalty integration, and design-led amenities position the property to capture both university-driven demand and curious leisure travelers seeking a sense of place. As Hilton scales the Graduate concept statewide, Dallas serves as a proving ground for how collegiate themes resonate with Texas travelers-and for how successfully Hilton can translate boutique quirkiness into a global loyalty framework without losing authenticity. Whether attending a Mustangs game or exploring Highland Park boutiques, guests now have a fresh lodging option: Graduate by Hilton Dallas.