Hilton announced the launch of a new brand, Undergraduate by Hilton, an upper-midscale product developed to serve a broader range of college and university markets.

Building on what the company calls the success of Graduate by Hilton, the new brand introduces “a complementary expression of college-town hospitality.” Undergraduate will extend Hilton’s presence, said the announcement, with a flexible model designed to unlock development opportunities at scale and a cost structure suited to the demand in more campus-driven markets.

The brand has long-term expansion potential of 400-500 hotels, according to Hilton, with the first property anticipated to open in 2027. This is in addition to market opportunities identified for the Graduate brand.

Undergraduate by Hilton, according to the announcement, is designed for travelers visiting college towns, from students and families to alumni, sports fans, business travelers and conference attendees. These destinations, said the announcement, see consistent, year-round demand tied to tours, athletic weekends and campus gatherings, often placing pressure on hotel availability — particularly for options that balance character, quality and price point.

Chris Nassetta, CEO of Hilton, said, “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, he said, “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.”