Hilton’s Next Brand: ‘Undergraduate’ Hotels for Small College Towns — Scoop
Photo Credit: Image of a lobby at Graduate by Hilton Madison, a hotel in Wisconsin. Hilton
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Hilton's 27th brand, Undergraduate by Hilton, will complement its recently acquired Graduate Hotels with lower pricing for smaller markets. But it's not the student housing brand Hilton has been rumored to be developing.
Hilton is preparing to launch a new hotel brand called Undergraduate by Hilton, according to a source familiar with the plans. The lifestyle brand will target small college towns, and is a complement to Graduate Hotels, the chain Hilton acquired in 2024 that focuses on larger university markets.
Undergraduate would become Hilton’s 27th brand, with a more accessible price point and simplified operating model designed for secondary and tertiary markets, the source said.
Launch timing hasn't been determined, the source said.
"Hilton is constantly innovating to meet the needs of our guests. We continue to explore new products
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