What's Happening?
Hilton has announced the launch of a new lodging brand, Apartment Collection by Hilton, in collaboration with Placemakr. This initiative will introduce up to 3,000 new apartment-style units to Hilton's
existing inventory, with the first properties expected to open in the United States in the first half of 2026. The new brand will offer a range of furnished apartments, from studios to four-bedroom units, equipped with kitchens, living areas, and on-site laundry facilities. Initial locations will include major urban and suburban markets such as New York City, Washington, D.C., and Atlanta. The properties will feature amenities like fitness centers, rooftop pools, and communal workspaces, with on-site staff available at all times. Hilton's partnership with Placemakr will leverage Placemakr's model of converting multi-family buildings into short-term rental accommodations.
Why It's Important?
The introduction of the Apartment Collection by Hilton represents a strategic expansion into the growing apartment-style hospitality segment. This move allows Hilton to diversify its offerings and cater to the increasing demand for flexible, extended-stay accommodations. By integrating these properties into Hilton's booking and loyalty systems, the company can enhance its value proposition to Hilton Honors members, potentially increasing customer loyalty and market share. The partnership with Placemakr also positions Hilton to capitalize on the trend of multi-family property conversions, which could lead to further growth opportunities in urban and suburban markets. This expansion is significant for the hospitality industry as it reflects a shift towards more versatile lodging options that accommodate changing consumer preferences.
What's Next?
Hilton plans to continue expanding its apartment-style inventory through additional franchise agreements with multi-family property owners. The company aims to maintain consistent quality standards across all Apartment Collection properties, ensuring a seamless experience for guests. As bookings for the new brand become available in 2026, Hilton will likely focus on marketing these properties to both leisure and business travelers seeking longer-term stays. The success of this initiative could prompt other hospitality companies to explore similar partnerships and expansions, potentially reshaping the landscape of the lodging industry.
