Dive Brief:
- Hilton debuted Apartment Collection by Hilton, a new lodging category within the company’s collection brand portfolio, that will offer “unique, spacious furnished apartments,” the hotel company announced today. The brand will officially launch through a partnership with apartment hospitality brand Placemakr, per a release.
- Through the Placemakr tie-up, Hilton will add as many as 3,000 units to its existing global inventory of roughly 10,000 apartment-style units, with the new collection becoming available for booking through Hilton channels in the first half of this year. Placemakr currently operates flexible, short-term and extended stay accommodations in urban and suburban markets.
- Hilton has “long seen the opportunity to deliver hospitality-driven apartment stays,” Chris Silcock, president of global brands and commercial services at Hilton, said in the release. The company is among competitors Marriott International, Wyndham Hotels & Resorts and others expanding in the apartment-style accommodations sector.
Dive Insight:
Apartment Collection by Hilton will offer studio to four-bedroom furnished apartments catering to an array of traveler needs, from family getaways to extended work trips, Hilton said. The units will feature kitchens, designated living areas and laundry, while each property will have dedicated team members on-site to provide guest support.
The properties will be “thoughtfully designed to support guests’ routines and provide flexible spaces for real life” and include fitness centers and, at select properties, rooftop pools and terraces, communal gathering and workspaces and on-site dining and retail, according to Hilton.
The first properties under the brand will be from Placemakr, which has “centered on partnering with multifamily building owners to convert either an entire building or a subset of units in an apartment building into furnished short-term rentals,” according to the release.
In 2025, Placemakr opened residential hospitality properties in Pittsburgh and Huntsville, Alabama, as well as an apartment-style pop-up hotel in Washington, D.C.
Apartment Collection by Hilton debuts as the apartment-style accommodations sector grows in popularity, which is likely to result in strong brand growth, according to Hilton.
“From a consumer standpoint, homestyle stays are the fastest growing segment, both domestically and internationally,” Placemakr CEO Jason Fudin previously told Hotel Dive. “There’s tremendous tailwinds on the demand for product like ours.”
One of the biggest trends in the space, Fudin said, is that travelers “want to go to a consistent, professionally-run institutional product.”
Apartment Collection will participate in Hilton Honors, which counts more than 235 million loyalty members.
The launch is also a win for Placemakr’s real estate partners, Fudin said in the Thursday release. “Hilton’s industry-leading commercial engine and scale will help create even more value for our partners while accelerating our mission to maximize the value of real estate through flexibility.”
The brand announcement comes after apartment-style accommodations providers Kasa and Mint House entered a strategic combination on Wednesday.
