Hilton is expanding its footprint in university markets with the launch of a new upper-midscale brand: Undergraduate by Hilton.
Building on the established success of Graduate by Hilton, this complementary concept aims to serve a wider array of college towns. With a long-term expansion potential of 400 to 500 hotels, the first Undergraduate property is slated to open in 2027.
Campus-connected hospitality
The brand targets the consistent, year-round demand generated by university life, accommodating everyone from visiting families and alumni to business travelers and sports fans. It responds directly to the need for accommodations that balance character, quality, and an accessible price point in markets that often face pressure on hotel availability.
“We saw a clear opportunity to bring the energy, design, and experiences people love about campus communities to more university towns with this new brand,” says Hilton president and CEO Chris Nassetta. “Undergraduate by Hilton unveils an exciting new era of college‑town hospitality, expanding how we show up for campus-connected travelers—offering more stay options while supporting disciplined, long‑term growth across our portfolio.”
Retro-inspired design details
Structured for both new builds and conversions located close to campus, the brand’s properties will tap into their respective college cultures through authentic customization and a robust art program, guided by a cohesive design ethos that Hilton describes as “retro the right way.”
Social public spaces will be envisioned as always-on, off-campus hangouts, featuring dynamic lounges and library-inspired areas that invite guests, students, and locals to linger and connect throughout the day.
Guestrooms and amenities at Undergraduate by Hilton
Guestrooms will be crafted to function as creative classrooms, combining bold, purposeful design with adaptable layouts, functional storage, and a dedicated study corner to support a variety of stay occasions.
The food and beverage programming will further amplify the vibrant rhythm of college life. A barista-led, all-day market—offering grab-and-go retail and curated essentials—will anchor the communal space.
For properties seeking a more elevated beverage experience, a bespoke cocktail program powered by Authentic Hospitality—the group behind notable New York venues like Ray’s and Pebble Bar—will playfully elevate campus classics, channeling the nostalgic and lively spirit of a beloved college dive bar.
