Hilton introduces its new lodging category, “Apartment Collection by Hilton”

The U.S. hospitality group has unveiled Apartment Collection by Hilton, a new lodging category designed to meet growing demand for flexible, apartment-style accommodations that blend the comfort of home with Hilton’s trusted hospitality standards.

The brand will launch in the first half of 2026, with initial U.S. properties developed in partnership with Placemakr, a leading operator in the furnished apartment sector.

Apartment Collection by Hilton expands Hilton’s presence in the fast-growing short-term and extended-stay apartment market. The launch builds on Hilton’s existing inventory of roughly 10,000 apartment-style units, with plans to add up to 3,000 new units through the Placemakr partnership. Hilton expects further growth through additional franchise agreements with multifamily property owners in the coming years.

The new brand is designed for a wide range of travellers and stay lengths, offering studio to four-bedroom fully furnished apartments suitable for family vacations, group travel, relocations, and extended business stays.

Units feature chef-ready kitchens, separate living areas, on-site laundry, and smart amenities that support daily routines. Properties will be located in sought-after urban and suburban destinations, providing access to both major attractions and local neighbourhoods.

Each Apartment Collection by Hilton property will be hosted with dedicated on-site teams available 24/7, ensuring consistency, care, and reliability across the portfolio. Guests will also have access to shared amenities such as fitness centres, with select properties offering rooftop pools, terraces, communal workspaces, and on-site dining or retail.

The brand debuts through a strategic partnership with Placemakr, which brings nearly a decade of experience converting multifamily buildings into hospitality-driven furnished apartments. Placemakr works with building owners to transform either entire properties or selected units into short-term rentals.

Hilton President and CEO Chris Nassetta said the new brand reflects the company’s continued evolution in response to guest demand. “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,” he told.

All properties will be integrated into Hilton’s booking platforms and Hilton Honors loyalty program, allowing members to book directly, earn and redeem points, and enjoy benefits such as exclusive discounts and free Wi-Fi. Initial destinations available for booking in 2026 include New York City, Washington, D.C., and Atlanta.

Apartment Collection by Hilton further strengthens Hilton’s portfolio of 26 brands and underscores its strategy to offer guests more choice, flexibility, and consistency across every type of stay.