希尔顿首席执行官分享本科生酒店扩张的雄心勃勃的前景

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NEW YORK— Hilton is bullish on the future of its newly launched Undergraduate brand and has laid out an ambitious growth path for the flag, company executives and leaders shared during the NYU International Hospitality Investment Forum this week.

Undergraduate by Hilton, an upper midscale brand that officially launched on Monday, furthers Hilton’s presence in college and university markets following its acquisition of Graduate Hotels in 2024. With the launch, Hilton is primarily aiming to provide an accessible stay that embraces the energy and spirit of college life, according to company executives.

During a private May 2 event held with company executives, leaders and journalists, Hilton CEO Chris Nassetta shared Undergraduate’s origin story and how the brand is meant to serve as a complement to Graduate.

‘Why not Lewisburg’

While visiting his daughter, a student at Bucknell University in Lewisburg, Pennsylvania, Nassetta noted a lack of creative lifestyle accommodations for families — something Graduate offers in larger university markets. Outside of a nearby state penitentiary, Nassetta joked, and a Hampton Inn, there weren’t many lodging options for visitors, and certainly not any that were creative.

“As I was visiting her, I was thinking, ‘Why not [bring a college-focused brand] to Lewisburg?’” he said. “Why not every one of these little college towns, where you have to do something a little bit different?”

According to Nassetta, this question resulted in Undergraduate, Hilton’s 28th brand, which he expects will grow to 400 to 500 hotels “pretty easily over the next decade or two.”

“It was evident that there was a 2.0 we needed to do — if we were going to grow into markets that couldn’t necessarily sustain the scope of Graduate,how do we do that?”Osterhaus said during a conference panel.

Hilton brings Graduate 2.0

She added that the launch of Undergraduate protects the Graduate brand as it stands today.