Graduate Hotels officially joins Hilton Honors
There's officially a new lifestyle hotel member of the Hilton Honors family, and it's all about the collegiate life — well, without the stress of midterms and awkward roommates.
Graduate Hotels — now known as Graduate by Hilton — joined Hilton Honors this week. Members can now earn and redeem points at the brand just as they would any of the 24 brands that comprise the Hilton orbit. Graduate, which Hilton acquired earlier this year, is a lifestyle hotel brand in cities and towns with significant ties to colleges or universities.
"Graduate by Hilton gives guests a chance to dive into the traditions and culture that make university towns so special," Kevin Osterhaus, Hilton's president of global lifestyle brands, said in a statement. "With Graduate now officially part of Hilton's portfolio of brands, we're staying true to what makes these places unique while offering all the perks that come with Hilton Honors. It's about keeping that nostalgic feel while enhancing the overall experience for our guests."
There are 34 Graduate hotels in the U.S. and the U.K., and Hilton CEO Christopher Nassetta indicated earlier this year that the brand could eventually expand to as many as 500 hotels. The brand's latest property, Graduate by Hilton Princeton, opened in recent weeks, and Graduate by Hilton Auburn AL, the brand's first property in Alabama, is slated to open this month near Auburn University.
While earning Hilton Honors points at Graduate might be the prize for some, the brand is also offering one-of-a-kind experiences where travelers can bid to redeem their points at a Graduate property. The first offering at Graduate Auburn will include an exclusive rooftop party, complete with a concert by a "surprise artist," at the hotel's War Eagle Supper Club on Sept. 27. This VIP college football weekend package includes a two-night stay at the new hotel and two tickets to the sold-out Sept. 28 home football game between Auburn and The University of Oklahoma.
Hilton Honors members can head to the Hilton Honors Experiences platform to bid on the VIP college football package. As of Tuesday afternoon, the current bid price was 420,000 Hilton Honors points, with a little more than two days left in the auction.
Given how popular college football is in the U.S., this appears to be a lifestyle hotel brand acquisition touchdown for Hilton.
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