With blue-and-white plaid upholstered seating, reclaimed parquet flooring, a basketball-leather-inspired front desk, and an oversized husky mascot statue, the Graduate by Hilton Storrs Hotel offers guests a fully branded college-town stay near the University of Connecticut's main campus. In 2020, the hotel, which was renovated and expanded from the old Nathan Hale Inn, paid tribute to UConn's New England heritage and national athletic prowess in a refined and stylish manner.

The Storrs Hotel is one of nearly 40 properties owned by the Graduate by Hilton brand located on or near college campuses. The brand was acquired by Hilton earlier this year for $215 million. Graduate by Hilton is one of several hotel groups that focus heavily on or specialize in college-town properties, including Brick Hospitality Group, Charlestowne Hotels, and Scholar Hotels. Amid fluctuating enrollment numbers and shifting guest preferences, these brands are attracting students, families, sports fans, and other campus visitors with infectious decor, tailored stay-and-play packages, and localized talent.

"Weaving the vibrant and passionate campus lifestyle together with a safe and welcoming environment can spark excitement and school pride in students while also reassuring parents that their children will be well cared for," said Gareth Brown, Vice President of Operations at Charlestowne Hotels.

The concept of a college-town hotel varies from school to school and continues to evolve as the foundations of higher education and the hospitality industry shift.

Growing in tandem with the community

The Graduate by Hilton Storrs Hotel is not the only college-town hotel with deep ties to a university—and vice versa.

In Waterville, Maine, Charlestowne's 53-room Lockwood Hotel reflects Colby College's commitment to its community. The $26 million property was developed by the college itself, briefly used as student housing during the pandemic, and then opened to the public in 2022, making it the first new hotel in downtown Waterville in over a century, according to Mainebiz. It is also a key pillar of a $200 million public-private partnership led by Colby College and other local stakeholders aimed at helping this declining industrial town recover from decades of underinvestment, as reported by Inside Higher Ed.

An immersive experience staying on campus can leave such a positive first impression that other types of lodging, such as short-term rentals, cannot match.

—Gareth Brown, Vice President of Operations, Charlestowne Hotels

The Lockwood Hotel capitalizes on Waterville's arts scene: public spaces showcase selected works from the Colby College Museum of Art, and the lobby features wood reclaimed from the nearby Penobscot River, creating a "gallery-like environment," Brown said.

In Clemson, South Carolina, Charlestowne's 41-room The Abernathy hotel also aligns with the brand of its neighboring university. The hotel's decor includes a life-size statue honoring a beloved late local mayor who taught at Clemson University and advocated for regional environmental justice. As a college-town hotel situated in the shadow of a stadium that seats 81,500, The Abernathy is filled with Clemson Tigers merchandise. The hotel promotes its support for Clemson athletics and a related charity, and offers a $500 "VIP Tailgate Experience" package on football game days.

"An immersive experience staying on campus can leave such a positive first impression that other types of lodging, such as short-term rentals, cannot match," Brown added.

But college-town hotels—and universities themselves—may want to avoid being too closely linked, cautioned Harry Wheeler, principal of Group One, the JCJ Architecture studio involved in the Graduate Storrs Hotel renovation.

"Most universities want the hotel to have its own identity, to operate independently while still being associated with the university," he said. "The hotel is often the first stop for guests arriving on campus, so it forms the university's first impression, and the hotel experience must exceed expectations."

Wheeler said that hotels associated with universities can have a negative impact on the school's image if the guest experience is poor. Similarly, a university's missteps can also affect local businesses that support it, such as Clemson University's decision to hold its homecoming football game in late September after Hurricane Helene, while the surrounding area was still cleaning up, according to The Post and Courier.

Beyond campus spirit

Even in places where higher education is not the primary draw, university-affiliated hotels understand the importance of attracting and delighting visiting prospective students, families, and fans.

This often begins with a human touch. Many of Charlestowne's college-town hotels intentionally hire students for guest-facing positions, creating "an instant personal connection and warmth from the moment guests check in," Brown said. Management encourages student employees to share their own experiences with visiting prospective students and their families, sometimes offering "insider" campus tours, he added.

This extra service is a win-win for the hotel and the school. "A positive experience at a university hotel is likely to translate into a new student and their supporting family," Brown said.

At the 403-room Dagny hotel in Boston's Financial District, the second floor houses classroom space for Northeastern University's College of Professional Studies, so guests can get a close-up look at campus without a tour guide. But the Dagny also attracts visitors from dozens of other colleges and universities in the greater Boston area with an "Academic Adventure Package" that includes free overnight parking, a $20 Uber credit, and complimentary snacks.

Financial incentives for students are common at college-town hotels. The Beatrice Hotel in Providence, Rhode Island, invites students and families to "come to class," offering a 10% discount on select dates and a complimentary Bellini upon arrival. The Lockwood Hotel offers several generous family-friendly perks, most of which include free meals or credits at the hotel's upscale restaurant. Brick Hospitality offers "locally negotiated rates" at its properties near campuses to attract visiting families, said Chief Operating Officer Sarah Lynch.

Beyond extra perks and discounts, college freshmen and their families "increasingly value sustainable practices and tech-friendly amenities, such as smart rooms and high-speed internet," Lynch said.

This comes naturally to Charlestowne's Hotel Marcel. The New Haven, Connecticut hotel—a short drive from Yale University, the University of New Haven, and other schools—recently became the first zero-emissions hotel in the United States to achieve Passive House certification, making it a "pilgrimage site" for environmentally conscious visitors. The hotel has just launched a modern twist on the traditional wake-up call: climate change facts delivered by celebrities and climate experts, according to Ad Age.

"Sustainability is the backbone of the entire Hotel Marcel experience, and it has become a very natural topic of conversation when students and families visit," Brown said.

Navigating the uncertain future of higher education (and hospitality)

Hilton's merger with Graduate signals that large hotel groups are bullish on hotels near campuses. But the higher education industry itself looks more precarious than it has in decades: small liberal arts colleges face enrollment declines—some are even closing—and seemingly "ironclad" skilled trades are attracting young people skeptical of the high cost of four-year degrees, according to the Society for Human Resource Management.

"The college-town hotel industry faces challenges due to declining enrollment, which has prompted Brick to explore more flexible property uses and seek potential partnerships with local institutions," Lynch said. Future Brick acquisitions may target mixed-use development projects or "flexible properties that can adapt to changing demographics," she added.

Brown noted that small and mid-sized schools are often quicker and bolder in responding to shifts in market sentiment because they compete for attention with larger, more prominent institutions. This could lead to deeper partnerships with affiliated hotels or—as in Waterville's case—more direct involvement in hotel development.

"Research institutions, athletic facilities, and specialized programs often create new opportunities for hotel services, and schools that strategically expand in these areas tend to see growing demand for upscale accommodations," Brown said.