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Hilton today announced the launch of Undergraduate by Hilton, a new upper-midscale brand developed to serve a broader range of college and university markets. Building on the success of Graduate by Hilton, the brand introduces a complementary expression of college-town hospitality. Undergraduate will extend Hilton’s presence with a flexible model designed to unlock development opportunities at scale and a cost structure suited to the demand in more campus-driven markets. The brand has long-term expansion potential of 400-500 hotels, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate brand.
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