Hilton announced Apartment Collection by Hilton, a new lodging category within Hilton’s growing collection brand portfolio – offering unique, spacious furnished apartments with the trusted hospitality and reliability guests expect from Hilton.
Apartment Collection by Hilton will be available for booking through Hilton channels in the first half of 2026, with initial properties in the U.S. launched in partnership with Placemakr—a leading apartment hospitality brand and operator specializing in flexible, short-term and extended-stay accommodations in urban and suburban markets, with nearly a decade of experience integrating innovative hospitality solutions and trusted service.
The introduction of Apartment Collection by Hilton enables the company to expand its current global portfolio of roughly 10,000 apartment-style units, with up to 3,000 additional units expected through its partnership with Placemakr. Hilton anticipates strong growth in its apartment-style offerings over the coming years, driven both by this collaboration and by future franchise agreements with new owners in the multi-family sector.
Created to give guests the freedom to stay in a way that suits their needs, Apartment Collection by Hilton features fully furnished studios through four-bedroom apartments, accommodating a wide range of travel purposes. These include family holidays, group getaways, and longer business stays where travelers value comfort and consistency. Each property offers chef-equipped kitchens, generous living spaces, and on-site laundry facilities, and is strategically located in popular destinations, providing convenient access to well-known attractions as well as hidden local favorites. Every stay delivers a refined experience that reflects the character of the surrounding area, paired with the convenience and smart features of apartment-style living. Guests are supported by dedicated on-site teams available 24/7 to ensure a welcoming and well-cared-for experience.
To support this vision, Hilton has launched the brand in partnership with Placemakr, a leading operator in both furnished and unfurnished apartment markets. Placemakr’s established operating model brings strong multi-family expertise to accelerate Hilton’s expansion in this growing segment. The company has grown through organic development and asset-light management agreements, working closely with multi-family property owners to convert entire buildings or selected units into furnished short-term accommodations. Through this partnership and its broader relationships with multi-family owners, Hilton expects the brand to gain strong momentum, reflecting the rising demand for apartment-style hospitality.
“Apartment Collection by Hilton represents the next chapter in Hilton’s growth story and the ways we are evolving to meet growing guest demand for this dynamic segment of hospitality. With this new brand, we are continuing to pioneer the future of the hospitality industry, giving guests even more ways to choose Hilton for every stay, backed by our service and reliability,” said Chris Nassetta, president and CEO, Hilton.
Powered by Hilton’s trusted brand standards, Apartment Collection by Hilton will maintain consistent quality across every property, with every stay integrated into Hilton’s booking and loyalty systems, ensuring reliability and peace of mind for guests and owners alike. In the first half of 2026, travelers will be able to book stays via Hilton.com at Apartment Collection by Hilton in destinations including New York City, Washington, D.C. and Atlanta.
“After an extensive search, Hilton is proud to partner with Placemakr to introduce Hilton’s new lodging category,” said Chris Silcock, president, global brands and commercial services, Hilton.
“We’ve long seen the opportunity to deliver hospitality-driven apartment stays, offering spacious accommodations, thoughtful amenities, and authentic connections to local neighborhoods, and Placemakr shares that vision. For nearly a decade, they’ve demonstrated a strong commitment to guests through high product standards and exceptional service.”
Each Apartment Collection by Hilton property will be thoughtfully designed to support guests’ routines and provide flexible spaces for real life. Guests will also enjoy access to fitness centers and select properties may also feature rooftop pools and terraces, communal gathering and workspaces, and on-site dining and retail.
“Placemakr is proud to bring our deep expertise in the furnished apartment space to this innovative new brand with Hilton,” said Bao Vuong, co-founder and president, Placemakr. “We’re thrilled for Hilton guests and Hilton Honors members to experience what we’ve built over the past decade. We’ve pioneered the furnished apartments asset class property by property, stay by stay, and to continue that work alongside the world’s most valuable hotel brand is so exciting.”
“We’re also excited for what this means for our real estate partners. 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. This marks a new chapter in flexible real estate, and we couldn’t be more excited,” added Jason Fudin, co-founder and CEO, Placemakr.
Apartment Collection by Hilton will participate in Hilton Honors, the award-winning guest loyalty program with more than 235 million members for Hilton’s portfolio of world-class brands. Members will be able to book, earn and redeem Hilton Honors Points for stays through Hilton’s direct channels and have access to instant benefits, including exclusive member discounts and free standard Wi-Fi.
PJT Partners and Goldman Sachs & Co. LLC were the strategic financial advisors on this partnership for Hilton and Placemakr, respectively.
Photo © 2026 Hilton
