Hilton launches Undergraduate and plans expansion
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Reported on October 5, 2026, more than three months after the launch of Hilton's college-town brand Undergraduate, momentum continues to grow, new prototype development is being advanced and developer interest is being attracted. The brand is positioned in the upper-midscale segment, offering both new-build and conversion models, and plans to open more than 500 hotels in the next 10 to 15 years, with the first expected to open in 2027. The report states that compared with Graduate, which was acquired for $210 million in 2024, Undergraduate's development model is more flexible and its construction cost is lower.
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- Hotel Dive FeedHilton's New Brand Undergraduate Accelerates Expansion, Targeting College Town Market
More than three months after its launch, Hilton's college town brand Undergraduate continues to gain momentum, advancing new prototype development and attracting developer interest. Positioned in the upper-midscale segment, the brand offers both new-build and conversion models, with plans to open more than 500 hotels over the next 10 to 15 years; the first is expected to open in 2027. Compared with Graduate, which was acquired for $210 million in 2024, Undergraduate has a more flexible development model and lower construction costs.
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