Hilton Expands Boutique Lifestyle Offerings With New Outset Collection Brand

Hilton on Monday announced its new Outset Collection, offering boutique stays with independent character backed by Hilton’s global scale and award-winning loyalty program.

The hospitality giant announced the launch of Outset Collection by Hilton, its 25th brand and eighth lifestyle offering, with bookings opening in November, initially only in the U.S. At launch, the brand already has more than 60 hotels in development and long-term potential for more than 500 across the U.S. and Canada.

Each Outset Collection property will be unique — with confirmed locations including a basecamp-style hotel in Moab, Utah, and a boutique retreat in Chicago — but all will share Hiltons signature service and access to the Hilton Honors loyalty program, which now counts more than 226 million members worldwide.

“At Hilton, we continue to reimagine whats next in hospitality, and today, were delivering it,” said Chris Nassetta, president and CEO of Hilton. “Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world. By expanding our lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve.”

The Outset Collection is aimed at travelers seeking distinctive, locally inspired experiences while giving hotel owners more flexibility to preserve each propertys individual character. The launch comes on the heels of Hiltons rapid expansion into the world of upscale, story-driven boutique hotels, building on the success of Hiltons Curio and Tapestry Collections — both leaders in the conversion space.

In the second quarter of 2025, conversions accounted for more than one-third of all Hilton openings across 10 brands. The Outset Collection will focus on upscale conversions of independent hidden gems, revived landmarks, adventure outposts and urban boutiques, maintaining the location’s unique identity while leveraging Hiltons global infrastructure, technology, and standards of quality.

“Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader,” said Chris Silcock, president of global brands and commercial services at Hilton. “With Outset Collection, we are offering owners the flexibility they want without compromising on quality. By combining one-of-a-kind properties with Hiltons powerful commercial engine and commitment to exceptional product, service and technology, were elevating our value proposition across the board.”

The new brand joins Hiltons growing lifestyle portfolio, which includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo, and Motto. Hilton Honors members will soon be able to book Outset Collection stays through Hiltons direct channels, earning and redeeming Hilton Honors points, along with other benefits.