Hilton Debuts Outset Collection as 25th Brand
Photo Credit: Exterior of the Acme Hotel in Chicago. Acme Hotel
Skift Take
Hilton has debuted Outset Collection as a "soft brand" for independent hotel owners. "Soft brand" is hotel industry speak for "we'll let you keep your vibe."
Hilton on Monday unveiled its 25th hotel brand, aiming to capitalize on travelers' growing appetite for boutique-like properties that don't feel like chain hotels.
The new Outset Collection by Hilton will target upscale independent hotels looking to join a major chain while maintaining their distinct character.
"For our customers, increasingly there are more of them who are looking to find these unique one-off hotels and experiences and destinations," said Chris Silcock, president of global brands and commercial services, in an interview.
The hotel group is in "active conversations with owners" at "more than 60 properties," Silcock said. Some have signed contracts, while others have commitments in place.
"The first hotel will be open and taking bookings in November," he said.
The new brand's long-term growth target encompasses more than 500 hotels in the U.S. and Canada alone. Silcock said that figure "reflects the scale of opportun
