Hilton unveils Outset Collection as 25th brand, targets upscale market

NEW YORK - Hilton (NYSE:HLT) announced Monday the launch of Outset Collection by Hilton, marking the company’s 25th brand and eighth addition to its Lifestyle portfolio, with the first properties set to begin accepting bookings in November. The hospitality giant, currently valued at over $60 billion and maintaining impressive gross profit margins of 77%, continues to demonstrate strong market presence. According to InvestingPro data, the company’s financial health score is rated as GOOD, supporting its expansion strategy.

The new upscale conversion brand will initially operate in the United States with more than 60 hotels already in development. Hilton projects long-term growth potential of over 500 properties across the United States and Canada alone. With revenue of $4.83 billion in the last twelve months and analysts forecasting continued growth, the company appears well-positioned for this expansion. For deeper insights into Hilton’s growth potential and comprehensive analysis, InvestingPro subscribers can access detailed research reports and financial metrics.

Outset Collection will feature diverse properties in urban destinations, small towns, adventure outposts and offbeat locations. Confirmed properties include a basecamp for exploration in Moab and a boutique hotel in Chicago.

"Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world," said Chris Nassetta, president and CEO of Hilton, according to the company’s press release.

The brand aims to provide owners with flexibility while maintaining Hilton’s hospitality standards. Properties will feature upscale finishes and story-driven designs while allowing each location to maintain its unique identity. Food and beverage offerings will vary based on market demand and guest preferences.

Hilton reported that conversions across its 10 brands accounted for more than one-third of openings in the second quarter of 2025, highlighting the company’s strength in the conversion segment.

The new collection joins Hilton’s Lifestyle portfolio, which includes NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto. Earlier this year, Hilton’s Luxury and Lifestyle portfolios reached 1,000 hotels globally.

All Outset Collection properties will participate in the Hilton Honors loyalty program, allowing members to book, earn and redeem points through Hilton’s direct channels. Trading near its 52-week high of $279.81, with analyst targets suggesting further upside potential, Hilton’s stock currently appears slightly overvalued according to InvestingPro’s Fair Value analysis. The platform offers 12 additional investment tips for Hilton, available to subscribers.

In other recent news, Hilton Worldwide reported stronger-than-expected earnings for the second quarter of 2025, with adjusted earnings per share (EPS) of $2.20, surpassing the forecast of $2.03. The company’s revenue also exceeded expectations, reaching $3.14 billion compared to the projected $3.10 billion. Bernstein reiterated its Market Perform rating on Hilton stock, highlighting a 10% growth in EBITDA and a 15% increase in EPS for Q2. Despite these positive results, Macquarie maintained a Neutral rating due to valuation concerns, although it raised the price target to $258.00 from $240.00. Truist Securities also adjusted its price target for Hilton, increasing it to $246.00 from $223.00, while maintaining a Hold rating. This adjustment reflects Truist’s updated financial projections, including a revised 2025 estimated Adjusted EBITDA of $3,667 million. Hilton’s recent performance and analyst ratings suggest mixed sentiments, with a focus on its valuation metrics.

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