Hilton has today announced the launch of Outset Collection by Hilton, which is the company’s 25th brand, and eighth brand in its growing lifestyle portfolio. As is the case with so many new hotel brands nowadays, this one seems heavily focused on the benefits it can offer hotel owners, rather than what it can offer guests.
Basics of the new Outset Collection by Hilton brand
Outset Collection by Hilton is intended to tap into the demand that guests have for booking boutique hotels with an independent identity and experience. The brand will initially launch in the United States, and will “put Hilton’s signature hospitality in places guests might not expect, ranging from urban destinations, small towns, adventure outposts and offbeat hubs.”
Outset Collection by Hilton will build on the success of conversion hotels, with a range of hotels offering upscale finishes and story-driven designs. The format will be flexible, so that each location’s identity can run deep, whether it’s a revived landmark or urban boutique.
As it’s described, owners will balance strong product and service with a wider, more flexible range of experiences and amenities, along with the basics of what guests expect at Hiltons, including participation in the Hilton Honors program. For example, food and beverage offerings will vary across the brand, based on market demand, ranging from cafes with light bites, to full lunch and dinner concepts.
The collection’s first hotels are expected to open later this year, with bookings available as of November. At launch, Outset Collection will have more than 60 hotels in development, with long term growth potential for more than 500 hotels across the United States and Canada alone. Confirmed locations include a basecamp for exploration in Moab and a boutique hotel in Chicago.
Here’s how Hilton CEO Chris Nassetta describes this:
“At Hilton, we continue to reimagine what’s next in hospitality, and today, we’re delivering it. Outset Collection is an expression of our commitment to growth, innovation and meeting the evolving needs of travelers around the world. By expanding our Lifestyle portfolio, we are broadening the ways guests engage with Hilton and unlocking new possibilities for our owners, our teams and the communities we serve.”
My take on the Outset Collection by Hilton concept
With the number of hotel brands that the major groups have nowadays, it can be tough to decipher what makes each of these brands different.
I think the first heading in the press release is a pretty important one, about how Outset Collection by Hilton will offer “a focus on owner flexibility with the backing of Hilton.” As you’d expect, that means there won’t be too many consistent brand standards. In other words, as long as hotel owners are willing to give Hilton a cut, the company is happy to let those properties join the Hilton portfolio.
There’s simply no denying that over the years, we’ve seen fewer and fewer consistent brand standards introduced for properties. The major hotel groups want to grow at any cost, and often that puts the hotel owners in the driver’s seat, in terms of negotiating power.
For guests, I suppose growth is good, in the sense that it’s nice to be able to earn and redeem points for all kinds of experiences. At the same time, it’s a double edged sword. As the major brands have grown, there has been less consistency between properties, in terms of amenities, service, guest experience, etc. And that says nothing of the loyalty program devaluations we’ve seen, plus lack of compliance with program rules by individual properties.
At this point, the major hotel groups are almost like modified online travel agencies, and they’re just looking to take a cut on where you choose to lay your head at night.
Bottom line
Outset Collection by Hilton is a new hotel brand, intended to offer boutique and unique lodging options. In terms of luxury, it’ll be on the lower end of the spectrum (as it’s “upscale”), and owners will have a lot of flexibility. Based on my interpretation, I suspect this will be a slightly lower end and less consistent version of Tapestry Collection by Hilton. The first properties are expected to open in the coming months, so we should learn more soon.
What do you make of the Outset Collection by Hilton concept?