Blue-and-white checkered upholstery, reclaimed parquet flooring, a basketball-leather-style front desk, and an oversized husky mascot statue—these elements together form the complete brand experience of Graduate by Hilton Storrs Hotel near the flagship campus of the University of Connecticut. In 2020, the hotel, formerly the Nathan Hale Inn, was expanded and thoroughly renovated to become an elegant and stylish property that honors UConn's New England heritage and national athletic prowess.

Storrs Hotel is one of nearly 40 on-campus or near-campus hotels under the Graduate by Hilton brand, which was acquired by Hilton earlier this year for $215 million. Graduate by Hilton is one of several hotel groups with significant holdings or a focus on college-town properties, alongside Brick Hospitality Group, Charlestowne Hotels, and Scholar Hotels. Amid enrollment fluctuations and shifting guest preferences, these brands are leveraging engaging decor, customized 'stay-and-play' packages, and local talent to attract students, families, sports fans, and other campus visitors.

'Weaving a vibrant and fun campus lifestyle together with a safe, welcoming environment creates excitement and school spirit for students while reassuring parents that their children will be well cared for,' said Gareth Brown, Vice President of Operations at Charlestowne Hotels.

The concept of the college-town hotel varies by institution and continues to evolve as the foundations of both industries shift.

Growing in Sync with the Community

Graduate by Hilton Storrs Hotel is not the only college-town property forging a deliberate connection with its higher education neighbor—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 opened to the public in 2022, marking the first new hotel in downtown Waterville in over a century, according to Mainebiz. It is 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 during an on-campus stay leaves a very positive first impression that other types of lodging, such as short-term rentals, cannot match.' — Gareth Brown, Vice President of Operations at Charlestowne Hotels

The Lockwood Hotel capitalizes on Waterville's arts scene, with public spaces showcasing curated artwork from the Colby College Museum of Art and a lobby featuring 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 similarly aligns with its neighbor's brand. The hotel's decor includes a life-size statue honoring a beloved late local mayor who taught at nearby Clemson University and advocated for environmental justice in the region. As a college-town hotel in the shadow of an 81,500-seat football stadium, The Abernathy is dotted with Clemson Tigers merchandise. The hotel promotes its support for Clemson athletics and related charities and offers a $500 'VIP tailgate experience' on game days.

'An immersive experience during an on-campus stay leaves a very positive first impression that other types of lodging, such as short-term rentals, cannot match,' Brown said.

But college-town hotels—and the universities themselves—may want to avoid over-association, cautioned Harry Wheeler, principal at Group One (a JCJ Architecture studio), which worked on the renovation of Graduate Storrs Hotel.

'Most institutions 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 becomes the university's first impression, and it's crucial that the hotel experience exceeds expectations.'

Wheeler said a poor guest experience at a university-affiliated hotel could negatively impact the school. Similarly, a university's missteps can ripple out to local businesses that support it, such as when Clemson University insisted on holding its homecoming football game in late September while the surrounding area was still recovering from one of the worst tropical storms in years, as reported by The Post and Courier.

Beyond School Spirit

Even 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 properties intentionally hire students for guest-facing roles, creating 'an instant personal connection and camaraderie from the moment guests check in,' Brown said. Management encourages student employees to share their 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 new students and... the families who support them,' Brown said.

The 403-room Dagny hotel in Boston's Financial District houses classroom space for Northeastern University's College of Professional Studies on its second floor, so guests can get a glimpse inside campus life without a tour guide. But the Dagny also attracts visitors to dozens of other higher education institutions in the greater Boston area through its 'Academic Adventure Package,' which includes free overnight parking, a $20 Uber credit, and complimentary snacks.

Student-friendly financial incentives are common in college-town hotels. The Beatrice hotel in Providence, Rhode Island, invites students and their families to 'come to school' with a 10% discount on select dates and a complimentary Bellini on arrival. The Lockwood Hotel offers several generous family-friendly perks, most including free meals or credit at the hotel's upscale restaurant. Brick Hospitality offers 'locally negotiated rates' to visitors of its properties near campuses, said its Chief Operating Officer, Sarah Lynch.

Beyond deals 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.

That comes naturally to Charlestowne's Hotel Marcel. The property in New Haven, Connecticut—a short drive from Yale University, the University of New Haven, and other higher education institutions—recently became the first passive house-certified, zero-emissions hotel in the United States, making it a 'mecca' for environmentally conscious visitors. The hotel just launched a modern twist on the traditional wake-up call, featuring celebrities and meteorologists delivering climate change facts, as reported by Ad Age.

'Sustainability is the backbone of the entire Hotel Marcel experience, and it has become a very natural part of conversations with student and family visitors,' Brown said.

Navigating an Uncertain Future for Higher Education (and Hospitality)

Hilton's merger with Graduate signals that large hotel groups are bullish on campus-adjacent properties. But the higher education industry itself looks more volatile than in past decades, with smaller liberal arts colleges facing enrollment declines—sometimes fatal ones—and seemingly 'ironclad' vocational trades gaining favor among young people ambivalent about spending six figures on a four-year degree, according to the Society for Human Resource Management.

'The college-town hotel industry faces the challenge of enrollment declines, which has prompted Brick to explore more flexible property uses and potential partnerships with local institutions,' Lynch said. Future Brick acquisitions may target mixed-use developments or 'flexible properties that adapt to changing demographics,' she added.

Small and mid-sized schools often respond more quickly and boldly to shifts in market sentiment because they compete with larger, more prominent institutions, Brown noted. This could lead to deeper partnerships with affiliated hotels or, as in Waterville, 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 typically see growing demand for premium accommodations,' Brown said.