Hilton is expanding its collegiate hospitality play with the launch of Undergraduate by Hilton, a new upper-midscale brand targeting college and university markets, the company announced Monday.
Undergraduate is positioned as a lower-cost complement to Graduate, the upscale brand Hilton acquired in 2024. The brand is built to scale into a broader set of campus-driven destinations than its upscale counterpart, leveraging a development model that allows for new builds and conversions.
Some key features of Undergraduate properties will include communal public spaces, an all-day food-and-beverage market and adaptable room layouts with dedicated work areas and flexible storage.
Hilton pegs the brand's long-term pipeline potential at 400 to 500 hotels. The first Undergraduate property is expected to open in 2027.