Hilton's 25th brand: Outset Collection by Hilton

Published on Oct 6, 2025, 4:42 pm CDT

4 min read

Hilton has launched Outset Collection by Hilton, a new lifestyle collection focused on boutique, independently owned hotels. More than 60 hotels are in development at launch, with long-term potential topping 500 across the United States and Canada. The first properties will begin welcoming guests later this year, and bookings open in November through Hilton's channels. All hotels will participate in Hilton Honors.

Key points

Why it matters: Outset Collection by Hilton expands boutique options inside Hilton Honors.
Travel impact: More one-of-a-kind stays that still earn and redeem Hilton Honors points.
What's next: First hotels open later this year; bookings start in November.
Target: Upscale and upper-midscale independent conversions with flexible standards.
Early examples include a Moab "basecamp" concept and ACME Hotel Chicago.

Snapshot

Outset Collection by Hilton is Hilton's 25th brand and the eighth within its lifestyle portfolio. It is built for independent hotels that want brand-agnostic character plus Hilton's commercial engine, distribution, and loyalty demand. The company says more than 60 hotels are already in development, and it sees room for over 500 across the U.S. and Canada. Debut markets include an adventure-oriented property in Moab and a boutique in Chicago. Every Outset Collection property will join Hilton Honors, letting travelers earn and redeem points while choosing stays with distinct design, amenities, and local flavor. Bookings for the first hotels go live in November.

Background

Hilton has leaned hard into lifestyle and collection growth, citing strong owner appetite for conversions with lighter brand standards. The company's luxury and lifestyle portfolios reached 1,000 hotels earlier this year, underscoring the momentum behind soft-brand and lifestyle offerings. Outset Collection joins siblings like Curio Collection and Tapestry Collection but is positioned with even more flexibility on finishes, food-and-beverage concepts, and storytelling around place. For travelers, that means more boutique experiences without leaving Hilton Honors. For owners, Hilton pitches scale, technology, and loyalty demand while preserving each property's independent identity. Related: Hilton reaches 9,000 hotels worldwide.

Latest developments

Bookings open in November as Hilton seeds pipeline with 60+ hotels

Hilton says the first Outset Collection by Hilton properties will be bookable in November, with initial openings arriving later this year. The early pipeline includes diverse settings, from an adventure basecamp in Moab to Chicago's ACME Hotel, reinforcing the brand's "one-of-a-kind" ethos within the upscale and upper-midscale tiers. All hotels will integrate with Hilton Honors on day one for earning and redemption, and Hilton emphasizes owner flexibility on amenities and dining concepts. Long-term, the company projects more than 500 potential hotels across the U.S. and Canada, signaling a sizable conversion runway as independent owners seek distribution and loyalty advantages while keeping their hotels' personalities intact.

Analysis

For travelers, Outset Collection by Hilton fills a useful niche: boutique hotels with genuine local character that still plug into a major loyalty program. That combination can be hard to find outside of Hilton's existing soft brands, and the added flexibility should widen the range of experiences, from urban design-driven stays to outdoor-oriented hubs. For Hilton, this is a scale play in the most active segment of hotel development. Independent owners get access to Hilton's commercial engine, while Hilton captures more footprint in markets where standardized flags underperform guest expectations. The inclusion of properties like ACME Hotel Chicago signals Hilton's willingness to absorb already-established independents. The brand's positioning in the upscale and upper-midscale bands should also encourage value-minded travelers who want style without luxury pricing. Watch November's booking launch to see which markets lead, then track how fast Hilton converts pipeline deals into openings through early 2026.

Final thoughts

If you have Hilton Honors status or simply prefer earning and redeeming points, Outset Collection by Hilton could become a go-to for boutique stays that feel independent but book like a chain. With bookings opening in November and first hotels coming online later this year, expect quick additions in city-center and adventure-gateway markets. We will track debut properties and early rates so you can decide when and where to try the Outset Collection by Hilton.