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This year has already been packed with new hotel brand announcements, and Hilton is getting in on the action with Undergraduate by Hilton. The new brand is focused on college towns and university communities, creating hotels that feel a little more connected to campus life than your typical chain hotel.
Think of it as the younger, slightly less polished sibling of Graduate Hotels. It's still stylish and full of personality, but without taking itself quite so seriously. Undergraduate by Hilton looks like it could bring something fun and different to a part of the hotel market that's often pretty forgettable.
Undergraduate by Hilton to Open First Property In 2027
Hilton announced its newest addition to their growing portfolio, Undergraduate by Hilton, with its first property planned to open in 2027. The new brand builds on the success of its big sister brand Graduate by Hilton, after Hilton smartly identified slightly different market needs around college campuses that required a slightly different flavor of college town hospitality.
Hilton sees the brand expanding with 400 to 500 properties under this new brand once the Undergraduate properties start rolling out their welcome mats. The fabulous news for all of us Hilton Honors members is that, as with all other Hilton brands, Undergraduate hotels will participate in the loyalty program, allowing members to both earn and redeem points for award stays.
Hilton's new Undergraduate by Hilton brand is geared towards travelers who want all of the personality and college-town atmosphere of the existing Graduate Hotels brand, but at a more approachable price point. The core audience will include prospective students and their families visiting campuses for tours and admissions events, current students' parents and relatives coming into town for move-in weekends, graduations, family weekends, and special events.
On top of that, the list of prospective guests could include alumni returning for reunions, homecoming celebrations, and other university-related gatherings, college sports fans attending football games, basketball tournaments, and other collegiate athletic events as well as conference attendees, visiting faculty, and business travelers whose work brings them to university communities.
Needless to say, this is big business Hilton is trying to capture a bigger slice of the pie around campuses.
Unlike the more upscale and higher-end Graduate Hotels properties, Undergraduate by Hilton is positioned as an upper-midscale brand. Hilton is targeting smaller college towns and secondary markets that may not support a full Graduate hotel but that still have strong, year-round travel demand generated by their local universities. Hilton has described the hotels as “off-campus social hubs” that reflect the energy and culture of college communities while maintaining the consistency and value travelers expect from Hilton.
Chris Nassetta, Hilton president and CEO, says of this new brand:
“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. 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. Undergraduate reflects the ongoing momentum of our Lifestyle portfolio, which is one of the most dynamic areas of expansion for our company as we plan to grow to offer 700 Lifestyle hotels globally by 2028, with 60 opening this year alone.”
What Will Undergraduate Hotels Look Like?
From a traveler perspective, the brand is likely to appeal to guests who appreciate local character but don't necessarily want to pay boutique hotel prices. Hilton is betting that these travelers want a hotel that feels connected to the university community without the higher rates and elaborate design investment typically associated with Graduate Hotels.
Key design highlights for this new brand will include:
- A market thought out as a socializing space led by a barista that will include essentials, as well as grab-and-go items, open from early morning to late evening.
- In properties with a more elevated profile, a bar with a cocktail program by New York City venues like Ray's and Pebble Bar to step up the college dive bar experience.
- Social public spaces as an extension of the campus with lounge and library inspired designs to draw in guests and locals alike.
- Rooms are designed to be flexible, allowing for a variety of different stay purposes, and will include ares with functional storage and a dedicated study corner.
Based on Hilton's early renderings published in the hotel's press release, Undergraduate by Hilton rooms will have a fresh, modern look that blends college-town energy with affordable comforts, but without the unnecessary frills. Expect warm wood tones, clean-lined furniture, colorful accents, and subtle nods to campus culture without the highly themed, grownup designs found at many Graduate hotels.
We still don't have details as to when the first few properties will become bookable either using cash or points, but once we get closer to the hotel's opening dates we will report back, as well as what the prevailing rates are.
Bottom Line
Most often than not, new brand announcements from hotels seem superfluous and struggle to find their space. With Undergraduate by Hilton, the niche couldn't be more clear and on top of that, it makes total sense. It will be exciting to see how these roll out across the country and what the pricing will be, but I can imagine that it would command a premium for its location, design and purpose built spaces.
(Terms Apply)
- Enjoy a $0 intro annual fee for the first year, then $150 and earn 130,000 Bonus Points after you spend $3,000 in purchases on the Card within your first 6 months of Card Membership. Offer ends 7/29/26.
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- Get up to $50 in statement credits each quarter for purchases made directly with a property in the Hilton portfolio on your Hilton Honors American Express Surpass® Card. That's up to $200 in statement credits annually.
- Earn a Free Night Reward from Hilton Honors after you spend $15,000 on eligible purchases on your Card in a calendar year.
- Earn 12X Hilton Honors Bonus Points for each dollar of eligible purchases charged on your Card directly with a hotel or resort within the Hilton portfolio.
- Earn 6X Points for each dollar of purchases on your Card at U.S. restaurants, at U.S. supermarkets, and at U.S. gas stations.
- Earn 4X Points for each dollar on U.S. Online Retail Purchases.
- Earn 3X Points for all other eligible purchases on your Card.
- As a Hilton Honors American Express Surpass® Card Member, you can enroll to receive complimentary National Car Rental® Emerald Club Executive® status through the link on your American Express online account. After you're enrolled, you can reserve a rental car by calling National Car Rental directly, using your travel service, or by booking online or through the National Car Rental mobile app. Terms apply.
- No Foreign Transaction Fees. Enjoy international travel without additional fees on purchases made abroad.
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- $0 introductory annual fee for the first year, then $150.
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- Terms Apply.
- 12X bonus points for each dollar of eligible purchases charged on your card directly with a hotel or resort within the Hilton portfolio
- 6X bonus points for each dollar of eligible purchases on your card at U.S. restaurants, U.S. supermarkets, and U.S. gas stations
- 4X bonus points on U.S online retail purchases
- 3X bonus points for all other eligible purchases on your card
For rates and fees of the cards mentioned in this post, please visit the following links: Hilton Honors American Express Surpass® Card (Rates & Fees)
