Hilton unveiled Outset Collection by Hilton, a lifestyle brand targeting upper-midscale to upscale independent hotels.
The company said it "evaluated the market and identified a white space" in the collection segment. Hilton already has the Curio and Tapestry collections, which feature upscale to luxury hotels.
Hilton said Outset will crop up in markets that "guests might not expect," from urban destinations to small towns as well as "adventure outposts and offbeat hubs."
Food and beverage offerings will vary according to market type and demand, with some hotels offering cafes with light bites and others offering full-service restaurants.
Kevin Osterhaus, president of global lifestyle brands at Hilton, said, "We're looking at it on a market-by-market basis, allowing these hotels to remain flexible." Osterhaus joined the company last year via the Hilton's Graduate Hotels acquisition.
Hilton says Outset has 60-plus hotels in development and that confirmed hotels include a "basecamp for exploration in Moab and a boutique hotel in Chicago."
Osterhaus called Outset Collection hotels "indie gems -- hotels with soul. It could be for roadside adventure, it could be city center or for outdoor exploration."
The collection's first hotels will begin welcoming guests later this year, with bookings available on Hilton.com starting this November.
Outset Collection is Hilton's 25th brand and eighth in its lifestyle portfolio, joining NoMad, Canopy, Curio Collection, Graduate, Tapestry Collection, Tempo and Motto.