Hilton announced the launch of Outset Collection by Hilton, the company’s 25th brand and eighth in its lifestyle portfolio. The collection’s first hotels will begin welcoming guests later this year, with bookings available on Hilton.com starting this November. At launch, Outset Collection will have more than 60 hotels in development, with long-term growth potential of more than 500 hotels across the US and Canada alone.

The diverse collection of hotels, according to an announcement, will initially be in the US in places guests might not expect, including urban destinations, small towns, adventure outposts and “offbeat hubs.”

Chris Nassetta, CEO of Hilton, said, “By expanding our lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our team and the communities we serve.”

According to the announcement, Hilton’ existing collection brands — particularly Curio Collection and Tapestry Collection — have consistently delivered industry-leading shares of conventions in the US.

Outset’s hotels, said the announcement, will have a wide and flexible range of experience, according to the announcement, including food and beverage offerings that will vary across the brand depending on market demand, guest sentiment or hotel experience. They will range from cafes with light bites to full lunch and dinner concepts.

Hilton said the new brand was a recognition of the “white space” in the upscale and upper midscale collection segment. More than 50% of the global hotel supply is unbranded or independent, said the announcement, and Hilton saw an opportunity to address an unmet need.

Other Hilton lifestyle brands included NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto.