Hilton has introduced a new hotel brand called Undergraduate, officially launched in June 2026. This brand is designed specifically to serve college town markets throughout the United States, focusing on lifestyle-oriented accommodations.
With the launch of Undergraduate, Hilton aims to accelerate growth within its lifestyle portfolio by concentrating on university city locations. The brand is intended to cater to students, their families, and visitors by offering an experience that reflects college town culture and lifestyle.
