Core Insights - Hilton has launched a new upscale conversion brand named Outset Collection, marking its 25th brand and eighth in the Lifestyle portfolio, aimed at meeting the growing demand for boutique hotels with unique identities [1][4][10] - The first hotels in the Outset Collection will be bookable starting November 2025, with over 60 hotels currently in development and a long-term growth potential of more than 500 hotels across the U.S. and Canada [2][10] Company Strategy - The Outset Collection is designed to provide flexibility for hotel owners while maintaining Hilton's high standards of service and hospitality, allowing for a diverse range of experiences and amenities [5][7][8] - Hilton's strategy includes addressing a market gap in the upscale and upper midscale collection segment, recognizing that over 50% of global hotel supply is unbranded or independent [9] Market Positioning - The new brand will feature upscale finishes and story-driven designs, with hotels located in various settings, including urban areas, small towns, and adventure destinations [3][6] - Outset Collection will join Hilton's existing Lifestyle brands, which have seen significant growth, with the Luxury and Lifestyle portfolios reaching 1,000 hotels globally earlier this year [10] Customer Engagement - All hotels in the Outset Collection will participate in the Hilton Honors loyalty program, which has over 226 million members, allowing guests to earn and redeem points for stays [11]