What's Happening?
Hilton has announced the launch of a new lodging category, the Apartment Collection by Hilton, in partnership with Placemakr. This new brand will focus on providing furnished apartment accommodations,
with bookings available through Hilton channels starting in the first half of 2026. The initial rollout will occur in the United States, adding up to 3,000 new apartment-style units to Hilton's existing inventory. These units will range from studios to four-bedroom apartments, equipped with kitchens, living areas, and on-site laundry. The properties will be located in urban and suburban markets, including New York City, Washington, D.C., and Atlanta.
Why It's Important?
The introduction of the Apartment Collection by Hilton signifies a strategic expansion into the apartment-style hospitality segment, catering to the growing demand for flexible, short-term, and extended-stay accommodations. This move aligns with broader industry trends where travelers seek more home-like environments during their stays. By partnering with Placemakr, Hilton leverages expertise in converting multi-family buildings into short-term rentals, potentially setting a new standard in the hospitality industry. This expansion could enhance Hilton's competitive edge, attract a diverse clientele, and increase brand loyalty through the Hilton Honors program.
What's Next?
Hilton plans to expand its apartment-style inventory further through additional franchise agreements with multi-family property owners. The company aims to maintain consistent quality standards across all properties, integrating them into Hilton's booking and loyalty systems. As the brand grows, it may explore additional markets and partnerships to broaden its reach. The success of this initiative could prompt other hospitality companies to explore similar models, potentially reshaping the landscape of short-term accommodations.
