Hilton has revealed its intention to launch Apartment Collection by Hilton, a fresh accommodation category within its offerings, providing furnished apartments suitable for both short-term leases and long-term stays. This venture is set to debut in the United States in collaboration with Placemakr, a brand and operator specializing in apartment hospitality.
Apartment Collection by Hilton will showcase a variety of lodgings ranging from studios to furnished apartments with up to four bedrooms. The brand’s goal is to blend a sense of community with the convenience and modern amenities typical of apartment living, which includes kitchens ready for chefs, spacious distinct living spaces, on-site laundry facilities, and on-site team members available 24/7.
The partnership aims to become operational in the first half of 2026, enabling travelers to reserve accommodations through the Hilton website or mobile app. These locations will be involved in the Hilton Honors program, although specific information on earning and redemption rates, along with elite perks, is still to be revealed.
Hilton’s CEO Chris Nassetta characterizes this initiative as a continuation of Hilton’s growth narrative, adapting to the increasing guest interest in this vibrant segment of hospitality. He underscores that this new brand will offer guests an expanded array of choices to select Hilton for every visit, supported by the company’s dependable service.
The choice to venture into the apartment lodging sector aligns with prevailing industry patterns, as major hotel brands such as Hilton and Marriott concentrate on earning commissions from diverse accommodation types, including apartments. This strategy enables them to harness their loyalty programs to bolster bookings through their platforms.
While Hilton underscores the trustworthy service and reliability tied to its brand, there are apprehensions regarding possible challenges during stays, reminiscent of previous collaborations like Marriott’s with Sonder, which came to an unexpected end.
In summary, Hilton’s foray into the apartment lodging sector with Apartment Collection by Hilton mirrors a larger industry trend, and it remains to be seen what effects this will have on the hospitality arena.