Outset Collection by Hilton

Outset Collection by Hilton is the hospitality giant's 25th brand and the newest addition to its rapidly expanding Lifestyle portfolio, officially launched in October 2025. Designed to cater to the growing number of travelers seeking authentic and individualized experiences, the collection curates a diverse array of "soulful, independent" hotels that possess a strong sense of identity and purpose .

True to its name, Outset takes guests off the beaten path, offering a collection of properties in locations that range from urban hotspots and small towns to adventure outposts and offbeat hubs . The brand focuses on upscale conversions, welcoming "hidden gems, revived landmarks or urban boutiques" into the Hilton family. The format is intentionally flexible, allowing each property's unique narrative and character to shine through, from edgy, art-driven design in cities to rugged, laidback comfort in nature.

For hotel owners, Outset provides a powerful value proposition: the ability to preserve a property's independent spirit while leveraging Hilton's industry-leading commercial engine, global distribution system, and award-winning Hilton Honors loyalty program . With a long-term growth potential of over 500 hotels across the United States and Canada, Outset Collection represents a significant step in Hilton's commitment to innovation and meeting the evolving needs of modern travelers.

The Outset Collection by Hilton represents a distinct approach to hospitality FF&E (Furniture, Fixtures & Equipment), focusing on upscale finishes and story-driven designs that reflect each property's unique character. Unlike standardized hotel brands, Outset properties feature flexible, curated interiors that allow a property's individual identity to "run deep," whether it's an urban boutique or an adventure outpost.

The FF&E across the collection is tailored to the hotel's narrative and location. For instance, the Slackline Moab property incorporates "adventure-ready" rooms with specialized gear storage, blending rugged spirit with modern comfort. In contrast, the ACME Hotel Chicago features edgy, art-driven design elements like vibrant murals and retro-cool décor . This design flexibility extends to public spaces and amenities, allowing each hotel to curate its own atmosphere while maintaining the quality and hospitality standards expected from Hilton.