McLean, Virginia, October 7, 2025
News Summary
Hilton has officially launched the Outset Collection, its 25th brand, to address the rising demand for boutique hotels. As Hilton celebrates adding 9,000 hotels globally, the new brand reflects its commitment to unique guest experiences and diverse hotel designs. With over 60 hotels already in development, including notable locations in Moab, Utah, and Chicago, Hilton aims to cater to travelers seeking independent and culturally-rich accommodations. This initiative is part of Hilton’s broader strategy to innovate and expand in the competitive hospitality industry.
McLean, Virginia
Hilton has officially launched the Outset Collection, its 25th brand, focused on capturing the growing demand for boutique hotels and independent experiences. This new addition comes as Hilton celebrates reaching a significant milestone of 9,000 hotels globally, with an impressive average of nearly three hotel openings per day since surpassing 8,000 hotels a year ago.
The recent opening of the Signia by Hilton La Cantera Resort & Spa in Texas contributed to this achievement. Currently, Hilton has over 3,600 hotels under development worldwide, showcasing the company’s commitment to expansion and meeting the evolving needs of travelers.
As part of the Outset Collection launch, Hilton confirmed that more than 60 hotels are already in development. There is potential for over 500 hotels in the U.S. and Canada, aiming to cater to various guest preferences and local market demands. Key confirmed hotels within the Outset Collection include a basecamp for outdoor exploration in Moab, Utah, and a boutique hotel in Chicago.
Unique Attributes of Outset Collection Hotels
The design and architectural styles of each Outset Collection hotel will vary to maintain a distinct identity. Each property will offer unique design aesthetics, ensuring diverse guest experiences. Dining options at the Outset Collection hotels will also be tailored to market demand, ranging from cafes to full-service dining establishments. Moreover, all Outset hotels will participate in the Hilton Honors loyalty program, allowing members to earn and redeem points during their stays.
Industry Context
The introduction of the Outset Collection reflects Hilton’s strategy to innovate and meet changing consumer preferences. The hospitality sector has increasingly seen a shift towards boutique hotels that provide personalized and unique stays, and Hilton aims to capitalize on this trend with its new brand. Social and market dynamics have made this a growing niche, and the Outset Collection will cater to travelers seeking independent hotel experiences that reflect local culture and charm.
In recent industry developments, other hotel management companies are also expanding their portfolios. For example, Azul Hospitality Group is managing a dual-branded Marriott hotel that will open in Phoenix in January 2027. Similarly, MIA Hospitality Management introduced a new 174-key hotel near Fort Lauderdale-Hollywood International Airport, growing its managed room count to over 900.
Union Investment has sold the Park Plaza Wallstreet hotel in Berlin, exceeding recent valuations with a sale price of around €36 million. In other news, Ben Rowe has been appointed as the new CEO of KHP Capital Partners as part of a succession process, and Jon Blanchard has launched JB Hotel Group, formerly BLVD Hospitality, to focus on real estate development and asset management.
Additionally, Crestline Hotels & Resorts has added the Hampton Inn & Suites Scottsdale to its management roster, while Lexington Hospitality has broken ground on a new 111-key Courtyard by Marriott hotel in Lexington, South Carolina. Furthermore, Marriott International announced its first Luxury Collection property in Singapore, named The Laurus, which will offer 183 keys.
With its Outset Collection, Hilton is poised to meet the expectations of travelers looking for distinctive hotel experiences while expanding its footprint in the competitive hospitality industry.
FAQs
What is the Outset Collection?
The Outset Collection is Hilton’s 25th brand aimed at capturing the growing demand for boutique hotels with independent identities.
How many hotels does Hilton currently have globally?
Hilton has reached a milestone of 9,000 hotels globally.
How many hotels are currently under development by Hilton?
Hilton has over 3,600 hotels currently under development.
What are some confirmed locations for the Outset Collection?
Confirmed hotels in the Outset Collection include a basecamp for outdoor exploration in Moab, Utah, and a boutique hotel in Chicago.
Will Outset Collection hotels participate in Hilton Honors?
Yes, all Outset hotels will participate in Hilton Honors, allowing members to earn and redeem points.
Key Features of Outset Collection and Hilton’s Growth
| Feature | Details |
|---|---|
| New Brand Launch | Outset Collection, Hilton’s 25th brand |
| Global Hotel Count | 9,000 hotels and counting |
| Hotels Under Development | Over 3,600 hotels |
| Potential Hotels in U.S. and Canada | Over 500 hotels |
| Confirmed Locations | Moab, Utah; Chicago |
| Unique Design Flexibility | Varied design aesthetics and dining options |
| Hilton Honors Participation | All Outset hotels included |
Deeper Dive: News & Info About This Topic
HERE Resources
Arizona Resorts Offer Staycation Deals for Residents
Additional Resources
- Hilton Newsroom: Outset Collection Launch
- Travel + Leisure: Hilton Launches Outset Collection
- The Points Guy: Hilton’s Outset Collection
- Encyclopedia Britannica: Hotel
- Google Search: Hilton Outset Collection
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The PHOENIX STAFF WRITER represents the experienced team at HEREPhoenix.com, your go-to source for actionable local news and information in Phoenix, Maricopa County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Waste Management Phoenix Open, Cactus League Spring Training, and Arizona State Fair. Our coverage extends to key organizations like the Greater Phoenix Chamber of Commerce and Visit Phoenix, plus leading businesses in technology and healthcare that power the local economy such as Intel and Banner Health. As part of the broader HERE network, including HERETucson.com, we provide comprehensive, credible insights into Arizona's dynamic landscape.
