With the launch of Hilton’s newest brand, the Outset Collection, it’s now even easier for travelers to book independent boutique hotels and earn Guest Loyalty Points in the process.
Hilton said in a statement that it will be the hotel giant’s 25th brand and is aimed at appealing to the growing number of travelers “looking for boutique hotels with a unique identity and experience.” Reservations will begin in November at more than 60 hotels, mainly in the United States.
Hilton says that number could eventually grow to more than 500 hotels across the U.S. and Canada, with properties “in places guests wouldn’t expect, from urban centers to small towns, adventure outposts and offbeat hubs.”
Hotels confirmed to be included in the collection include the Basecamp for Exploration in Moab, Utah, and the Acme Hotel in Chicago’s River North neighborhood.
Hilton did not reveal many details about the other properties, but stressed that they will feature “luxury finishes and story-driven designs” that reflect a strong sense of place and their unique personalities to provide a distinctive guest experience.
“Independent hotels succeed when they can leverage the power of global hospitality leaders while maintaining their unique characteristics,” Chris Silcock, Hilton’s president of global brand and commercial services, said in a release.
The announcement is good news for the approximately 226 million members of Hilton Honors, Hilton’s loyalty program, as all hotels in the new Outset Collection will join the program.
Industry-wide transition to lifestyle hotels
Hilton’s announcement is the latest example of a growing trend in the hospitality sector and how major hotel chains are turning to unique, lifestyle-focused hotels to expand their portfolios while meeting the growing demand from travelers for authentic and memorable experiences.
In May 2025, Hyatt launched Unscripted by Hyatt, describing it as a “flexible collection-style approach where each property reflects its unique identity and local flavor, while remaining unmistakably Hyatt in quality and care.”
Five months later, Marriott launched Series by Marriott, touting it as an opportunity to “incorporate strong, locally relevant brands and hotels into the Marriott portfolio.” At the same time, hotel owners will be able to “maintain the independent identity of their portfolio while leveraging the power” of the brand’s popular Marriott Bonvoy loyalty program and other powerful offerings.
This September, Marriott also announced the Marriott Bonvoy Outdoor Collection, a new digital platform designed to help travelers easily find and book outdoor accommodations such as cabins, glamping-style accommodations and other nature-enclosed hotels.
