Hilton Opens The Margot as Boutique Hotels Get a Loyalty Boost

Hilton opened The Margot Hotel San Diego Gaslamp Quarter, making it one of the first hotels in Outset Collection by Hilton.

Outset is Hilton’s new upscale lifestyle collection brand, created for independent hotels that want to keep their own design, story, and local feel while using Hilton’s global booking system.

The Margot has 135 all suite rooms in downtown San Diego. Each room is designed more like a small apartment, with a full kitchen, open layout, and washer dryer unit. The hotel is close to Petco Park, the San Diego Convention Center, Seaport Village, the marina, and the Gaslamp Quarter’s restaurants and nightlife.

The Margot sells a local story, not only rooms

Hilton describes The Margot as a personality driven hotel. The concept uses “Margot” as a kind of local host who can guide guests toward nearby restaurants and experiences. A lobby bar is also expected to open with drinks presented as Margot’s favorites, giving the property a more story led identity.

The hotel’s suite format also gives it a practical advantage. Kitchens and washer dryer units can appeal to longer stay guests, families, business travelers, and visitors who want more space than a standard room.

Outset moves from launch plan to real growth

Hilton launched Outset Collection in October 2025 as its 25th brand. At launch, the company said the brand had more than 60 hotels in development and long term potential for more than 500 hotels across the US and Canada. The brand is mainly focused on conversion hotels, meaning existing properties can join Hilton without being built from scratch.

Outset is now becoming an active portfolio, not just a new brand announcement. The Margot follows early properties such as The Slackline Moab in Utah and ACME Hotel Chicago.

Lately, major hotel groups are using new brands and loyalty ecosystems to capture more types of stays. In January, Hilton launched Apartment Collection by Hilton, a brand aimed at apartment-style accommodations that still connect to Hilton Honors and Hilton’s booking channels.

Photo by Janylah Etienne on Unsplash