Hilton Has Expanded Undergraduate Hotel Brand Plans
The company introduced a new-build prototype for its hotel brand as it aims for 500 locations in university markets.
Updated on Oct. 14, 2026 in Hotels
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Hilton has unveiled a new-build prototype for its Undergraduate hotel brand following the 2024 acquisition of Graduate Hotels. The hospitality giant intends to grow the brand to over 500 locations globally over the next 10 to 15 years.
Why it matters
Hilton aims to aggressively scale its presence in university towns by leveraging both new-build projects and hotel conversions. This strategy capitalizes on the company's high volume of conversion openings seen throughout 2025.
Hilton acquired the existing 35-property Graduate Hotels portfolio for $210 million in 2024. The company has an additional 60 Graduate properties currently in various stages of development.
The players
Hilton
Hilton is a global hospitality company that manages and franchises a portfolio of hotel brands across the world.
AJ Capital Partners
AJ Capital Partners is a private real estate investment firm that previously owned the Graduate Hotels brand.
The details
Undergraduate hotels will feature a barista-led market offering grab-and-go options for guests. Hilton is determining brand placement by analyzing the size of local universities, geographical location, and specific demand dynamics in each town.
Timeline
In 2024, Hilton acquired Graduate Hotels for $210 million.
During 2025, conversions accounted for 40% of all Hilton hotel openings.
In June 2026, Hilton launched the Undergraduate hotel brand.
The first Undergraduate property is expected to open in 2027.
Travel Outlook
The push into university markets follows the trend of high conversion rates, which drove 40% of all Hilton openings in 2025 and 60% of collection openings. By utilizing both conversions and new builds, the company is positioning its lifestyle portfolio to outpace traditional market expansion.
Travelers visiting university towns can expect to see new, standardized lodging options emerging in the coming years. While the first property is not expected until 2027, guests should look for the barista-led market amenities as a primary indicator of the new brand.
The takeaway
Hilton is betting that a standardized lifestyle product can capture consistent demand in university-centric markets. By integrating both new and converted properties, the company aims to rapidly scale its footprint over the next decade.
Further reading
For more on the latest trends in the hospitality industry, visit our Hotels section.
Source note: This article includes information reported by Higher Ed Dive.
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