Hilton Launches New Brand: Undergraduate by Hilton

Hilton has already made its foray into the market of hotels in and near college towns with its Graduate by Hilton brand, and now the hotel chain is expanding on those efforts with its newest brand: Undergraduate by Hilton.

Here is a look at the details of the new brand and plans for its growth going forward.

New Undergraduate by Hilton Brand

Undergraduate joins Hilton’s Lifestyle portfolio, which is projected to grow to 700 hotels globally by 2028, and is marketed as an upper-midscale brand to serve college and university markets.

Rooms will be crafted as “creative classrooms” to support a range of stays for travelers visiting college towns, including students, families, alumni, sports fans, business travelers, and conference attendees.

Hilton says Undergraduate properties will “feel like an always-on, off-campus hangout.” Guests can expect amenities like lounges, a barista-led market and social space, a cocktail program powered by Authentic Hospitality, and library-like spaces open to guests, students, and the local community.

While the first Undergraduate hotel isn’t expected to open until 2027, Hilton believes the brand has long-term potential to add 400 to 500 hotels to its global portfolio.

While there may be similarities to the existing Graduate by Hilton brand, it stands to reason that Undergraduate properties will be more affordable — both in cash and in terms of both cash rates and Hilton Honors redemptions — than its sister brand.

How To Book

The first Undergraduate by Hilton property is still a ways off, but once they start opening, they’ll participate in the Hilton Honors program, meaning members can earn and redeem Hilton Honors points for stays.

And fortunately, it’s easy to earn Hilton Honors points. The hotel chain offers several co-branded credit cards that come with generous welcome bonuses and elite status. If you’re running low on points, you can top up your Hilton balance by transferring points from American Express and Bilt Rewards or dining out with Hilton Honors Dining.

Final Thoughts

A new brand is coming to the Hilton Honors portfolio, meaning members will soon have even more hotels where they can earn and redeem points. Once the Undergraduate by Hilton brand gets off the ground in 2027, we’ll be excited to check it out for ourselves and see how it’s differentiated from its big sister, Graduate by Hilton.