Hilton will celebrate the celebration of 2025 (waiting for it) is Hilton’s 25th brand.
According to a statement shared with TPG before the launch, the eighth brand in Hilton’s Hilton Collection’s Hilton Collection’s Hilton Lifestyle Portfolio was designed to “find guests in boutique hotels with independent identities and experience.”
Currently, the collection is scheduled to launch its inaugural property from the start later this year, with bookings starting in November. While Hilton is silent on the exact details of these initial properties, the company touts the new brand to offer Hilton “the hospitality guests may not expect from city destinations, small towns, adventure posts and Olympic hubs and more.”
Related: The 21 Best Hilton Hotels in the World
Currently, these destinations include a large Pennsylvania and a boutique hotel in Moab. In fact, there are currently 60 hotels in development and plans to grow over 500 hotels in the United States and Canada.
Hilton President and CEO Chris Nassetta shared in the announcement.
Together with many of the new independent hotel collections from major brands, Otter Collection gives hotels access to the benefits of large-scale loyalty programs while still being in line with their personal brand identity. In short, this means that no two inventions collect properties are the same.
“Independent hotels can retain their own unique roles while maintaining their unique roles,” said Chris Silcock, president of global branding and commercial services at Hilton. “By collecting at the beginning, we are giving owners the flexibility they want without compromising quality.”
In late September, Marriott launched a similar brand, a way for the company, which has the largest loyalty program in the world to “bring strong, regionally-related brands and hotels into the Marriott portfolio.”
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Hilton is obviously behind the same pie: lifestyle hotels, they cater to savvy travelers seeking unique accommodation and independent hotel owners who want to take advantage of a strong loyalty program to get people into their rooms.
But they are not alone. In early 2025, Hyatt was introduced by Hyatt. The Chicago-based company has a different language, and scriptless has been declared “a flexible, collectible-style approach where each property reflects its identity and local flavor, but still undoubtedly Hyatt in quality and care.”
As TPG previously reported, these conversion attributes helped Hilton (by collection at the beginning, along with companies like sibling tapestries and Curio Collection) enhance their room count while avoiding the significant changes brought about by expensive new builds or brand standards, instead presenting well-known geographical differences on popular brands without bringing similar stories.
“By combining a unique property with Hilton’s powerful business engine and working on exceptional products, services and technology, we will comprehensively enhance our value proposition,” said Hilton’s Silcock.
Bottom line
Another day, another new brand. But despite the emergence of a large number of new lifestyle brands such as Ottlet Collection (and its competitors), we can at least be happy to know that, at the end of the day, it provides us with more places to book. For Hilton Honor Loyalists, the news should be sweeter.
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