- Graduate by Hilton is expanding its Lifestyle portfolio presence by bringing its locally inspired hotel concept to more university towns, with new openings, conversions and developments across key college markets in the U.S.
- Graduate by Hilton focuses on prime locations in university communities and designs each hotel to reflect local culture, traditions and school pride, creating a strong connection with students, alumni, and visitors.
- Graduate by Hilton is evolving its guest experience with new food & beverage concepts like Double Major and Debate Club, while leveraging Hilton systems, Hilton Honors, and flexible development models to attract owners and scale growth.
As Hilton’s Lifestyle portfolio continues to expand, Graduate by Hilton is bringing its locally inspired approach to more university towns across the country. The brand is building on that momentum with upcoming openings and new food & beverage concepts designed for college markets.
Parker Henderson, brand leader of Graduate by Hilton, shares a look at what’s ahead.
You’ve been with Hilton for more than two decades. What led you to Graduate by Hilton, and how has your experience shaped the way you approach this role?
I started with Hilton back in 2003 and really grew up in operations, spending time at our hotels and learning the business from the ground up. Over the years, I’ve had the chance to work across Hilton, from hotels to brand and commercial teams, which gave me a chance to see hospitality from a lot of different angles.
I’ve always been drawn to the intersection of hospitality and education. I’m an adjunct professor at Virginia Tech and I love working with students who are studying this industry. That’s kept me really connected to the college environment and the energy that comes with it. So, when the opportunity came up to lead Graduate, it felt like a natural fit.
It’s been two years since Graduate by Hilton joined Hilton’s Lifestyle portfolio. How are you thinking about the brand today, and what comes next?
I’ve been a fan of Graduate since before it joined Hilton, so it’s been amazing to be part of its growth over the past two years. When Graduate came into Hilton, there was a real focus on keeping the personality that people already loved about the brand.
I think of my role as being a steward of the brand. My job is making sure Graduate still feels like Graduate as we bring it to more places. Our teams have really embraced Hilton’s systems – things like technology, Hilton Honors and messaging platforms – and it’s given them more ways to connect with guests and help run the hotels day to day.
Looking ahead, that same thinking carries into how we decide where to put a Graduate next. We want to bring Graduate to more places in ways that feel like a nostalgic part of the community and bring to life what people love about the university. That’s really what it comes down to.
Graduate has always been intentional about where it shows up. What do you look for when deciding where the brand should go next?
There’s something really unique about university markets, especially big ones where school pride carries through the whole town. We look at the Power Four conferences – SEC, ACC, Big Ten, Big 12 – because there’s a built-in rhythm throughout the year with game days, move-in, graduation, conferences and tours. You’ve got students, parents, alumni and even business travelers all coming to these destinations for different reasons, so there’s pretty much always something going on.
Then it comes down to location. We want our hotels at the “corner of Main and Main,” right in the middle of town, walkable to campus and close to restaurants, bars and hotspots. Our goal is for each hotel to be a living room for the community.
There are several new Graduate by Hilton properties on the horizon. What are a few places you’re especially excited about?
There are so many good ones. In Boulder, we’re taking a historic hotel in the heart of downtown and turning it into Hotel Boulderado, Graduate by Hilton, which is already such a recognizable part of the city. Graduate by Hilton Flagstaff will have that great mountain-town feel right near Northern Arizona University and Route 66, with downtown, local breweries and outdoor adventure all close by. Then, Graduate by Hilton Savannah gives us a chance to be close to SCAD’s creative scene as the school approaches its 50th anniversary, while Graduate by Hilton Tuscaloosa will put us on campus at Alabama, right by Bryant-Denny Stadium, which is exactly the kind of game day environment where Graduate thrives.
What do these signings show about the different ways Graduate can show up?
Every project is completely different. Graduate by Hilton Laramie is a conversion tied to the University of Wyoming, and the partnership with the Pulte Family Charitable Foundation makes that one special. At Graduate by Hilton Syracuse, we’re working with the university on a new build that will be at the gateway to campus. And Graduate by Hilton Manhattan, Kansas will be our first hotel in the state, right by Aggieville and K-State. They all have the same goal to create a hotel that reflects the school, the town and the people who know it best.
Graduate hotels are known for hyper-local design inspired by university traditions and local charm. How do you scale the brand while keeping that sense of individuality?
We want every Graduate hotel to feel like it’s “one of one.” That starts with what we call a “yearbook,” which is basically a deep dive into the local culture. We talk to students, alumni, locals and business owners, asking questions like, “What do I need to know if I’ve never been here before?” or “What would make someone from this school smile the second they walk in?”
That’s where a lot of the little details come from. At Graduate by Hilton Knoxville, the front desk is a boat, which might make you do a double take at first. But if you know the University of Tennessee, it immediately makes sense – it’s a nod to the Vol Navy, where fans arrive by boat and tailgate along the river on game days.
Or, at Graduate by Hilton Columbus, there’s a mural of the “Mount Rushmore of Ohio Athletes,” featuring sports legends Jesse Owens, Katie Smith, Jack Nicklaus and Archie Griffin – something that immediately resonates with Buckeye fans.
We love finding those little details that make people stop and think, “Yeah, this could only be here.” That character is what we’re always trying to create and carry forward.
Food and beverage is such a defining part of lifestyle hotels. How is Graduate evolving its approach?
Food and beverage has always been a big part of how our hotels show up. Now we’re excited to roll out Double Major and Debate Club.
Double Major is what we like to call “the party you never left.” It’s our more high-energy, bar-led space built for game days, weekends and those bigger social moments. You’ll see stuff like pizza empanadas or a Miller High Life four-pack – fun, shareable food and drinks that feel right at home in a college town.
Debate Club is more of a sit-down spot. It’s a little more polished, but still very approachable. We like to say, “you’re already a member,” because it’s meant to be welcoming and easygoing. The menu leans into classic comfort food – a great burger, pretzel fondue, a really good club sandwich – all with that Graduate personality.
These two new concepts are also making it easier for owners. Hilton has already built out the menus, recipes and design direction, so there’s a real playbook behind it with flexibility for each hotel to add their own local touch.
What’s resonating most with owners and developers as Graduate continues to expand?
We’re seeing a lot of interest from owners because Graduate can work across a range of projects. Some are conversions, some are new builds, and we’ve been able to take very different kinds of properties and shape them into something that still fits the brand and the surrounding town.
Being part of Hilton also gives owners a lot of confidence. They can create something that still feels very local, while knowing they’ve got Hilton’s reach and support behind them once the hotel opens.
Through your work as an adjunct professor, you stay connected to college students. What advice would you give them today?
I always tell my students to stay curious and say yes to as many opportunities as they can early on. When I was in college, I worked a lot of different jobs – everything from retail to hospitality – and I was surrounded by friends, figuring things out as we went. At the time, you don’t always realize how much those moments shape you, but that’s really where you start to figure out what you enjoy.
The other thing is to not feel pressured to have everything figured out right away. College is one of the few times when you can try things, change your mind and pivot pretty quickly. That open, curious mindset is something that stays with you well beyond campus and into your career.
As you look ahead, what excites you most about where Graduate by Hilton is headed?
There are so many incredible college towns out there, each with its own traditions and personality, and it’s exciting to become part of those places. I spend a lot of time on campuses through my work as a professor and as Graduate’s brand leader. I’m constantly reminded of the pride that’s tied to the school and its people.
At Graduate, our motto is “we are all students,” and you see that across the hotels in how our teams connect with guests and in the little details that celebrate each community. Getting to bring Graduate to more new places is what makes the future exciting for me.
