Hilton introduces Outset Collection as its 25th brand targeting boutique hotel market

Outset Collection is designed to allow independent hotels to maintain their unique character while benefiting from Hilton’s global reach. Chris Silcock, president of global brands and commercial services at Hilton, said: "Independent hotels thrive when they can preserve their unique character while tapping into the power of a global hospitality leader. With Outset Collection, we are offering owners the flexibility they want without compromising on quality."

This move comes as other major hotel companies also expand their portfolios with similar concepts. In September 2025, Marriott introduced Series by Marriott as a way to bring regionally relevant brands into its system. Earlier in 2025, Hyatt launched Unscripted by Hyatt with an approach that emphasizes local identity alongside brand standards.

Industry analysts note that these conversion-focused collections help companies like Hilton increase room counts without requiring expensive new construction or significant renovations for brand compliance.

Silcock summarized Hilton’s approach: "By combining one-of-a-kind properties with Hilton's powerful commercial engine and commitment to exceptional product, service, and technology, we're elevating our value proposition across the board."