Hilton is kicking off the year with the introduction of Apartment Collection by Hilton, a new lodging category designed to meet rising demand for flexible, apartment-style accommodations.
The move signals Hilton’s most direct push yet into the short-term rental and extended-stay space, as travelers increasingly look for more room, privacy, and home-like amenities without sacrificing professional hospitality standards.
Launching initially in the United States, the new collection will be bookable through Hilton’s direct channels as early as the first half of 2026.
The brand is being introduced through a strategic partnership with Placemakr, an apartment hospitality operator known for blending residential living with hotel-style services in urban and suburban markets.
Early locations will include major U.S. cities such as New York City, Washington, D.C., and Atlanta, with additional markets expected to follow. Units will range from studios to four-bedroom furnished apartments, catering to solo travelers, families, business travelers, and longer-stay guests alike.
Each Apartment Collection by Hilton property is designed to feel residential while maintaining consistency across the portfolio. Guests can expect chef-ready kitchens, separate living and sleeping areas, and on-site laundry facilities, allowing for greater independence during longer stays.
At the same time, Hilton is emphasizing reliability and service, with dedicated team members available on-site 24/7 to support guests throughout their stay.
Blending Apartment Living With Hilton’s Global Ecosystem
The Apartment Collection builds on Hilton’s existing footprint of approximately 10,000 apartment-style units worldwide, with the Placemakr partnership expected to add up to 3,000 additional apartments over time. Hilton has also signaled plans to further expand the concept through future franchise agreements with owners in the multifamily housing sector, positioning the collection as a scalable platform rather than a limited experiment.
Beyond the apartments themselves, many properties will offer shared amenities that mirror upscale residential communities, including fitness centers, communal gathering spaces, and dedicated work areas. Select locations may also feature rooftop pools, terraces, on-site dining, or retail, depending on the market and building configuration. This approach allows Hilton to deliver a more localized, neighborhood-driven experience while maintaining brand standards.
Importantly, Apartment Collection by Hilton will fully participate in the Hilton Honors loyalty program. Hilton’s more than 235 million loyalty members will be able to earn and redeem points on stays, integrating apartment-style accommodations into the company’s broader travel ecosystem. This move differentiates Hilton from many traditional short-term rental platforms by tying flexible lodging directly into a global loyalty network.
Hilton leadership has positioned the launch as a natural evolution of the company’s portfolio rather than a departure from its core identity. With demand growing for longer stays, hybrid travel, and accommodations that support work and daily life, the Apartment Collection reflects Hilton’s strategy to offer “a Hilton for every stay.”
As the line between hotels and residential living continues to blur, Hilton is betting that consistency, service, and loyalty will give it an edge in the increasingly competitive apartment hospitality space.
