January 22, 2026
Hilton’s Apartment Collection Changing Up the Guest Experience
You may have stayed in a Hilton Hotel room or suite. But for many travellers, something larger is a tempting option in the Airbnb era. As home-style trips are the fastest-growing hospitality segment, Hilton is addressing customer needs with the marque’s powerful branding.
Addressing that market opportunity is Hilton’s Apartment Collection, offering short or longer-term stays, initially in the US. Through a partnership with Placemakr, a management company in the furnished and unfurnished apartment sectors, they will offer home-away-from-home options, popping up in New York, Washington and Atlanta.
Each Apartment Collection by Hilton is designed to support guests’ routines and provide flexible spaces for real life.
Guests will also enjoy access to fitness centres, with rooftop pools and terraces, communal gathering and workspaces, and on-site dining and retail, depending on the location.
Hilton Honors loyalty members still get perks when staying at Apartment Collection properties. The hotel loyalty industry claims over 675 million members, and is itself a billion dollar industry.
Finding Your Place With Hilton
Reservations open in the coming months, with apartment-style accommodations that combine with the hospitality and reliability guests expect from Hilton. The brand expects those on work trips, off-sites and group getaways to enjoy flexible spaces made for real life.
That’s as guests increasingly seek the flexibility of apartment-style accommodations but without the unpredictability often associated with the existing marketplace. Marriott has its own apartment range and others are jumping on the luxury bandwagon.
This Hilton branded apartments will combine the space and convenience of a fully-furnished apartment with the reliability, service, and loyalty benefits that Hilton customers expect.
Placemakr’s Bao Vuong, co-founder and president, said of the partnership, “Placemakr is proud to bring our deep expertise in the furnished apartment space to this innovative new brand with Hilton.
“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.”
Keeping Up the Guest Experience
“We’re also excited for what this means for our real estate partners,” added Jason Fudin, co-founder and CEO, Placemakr. “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.”
As hotels look to diversify, and move into areas where there is no room for new-builds or refurbs. Apartment offerings could be the big trend for 2026 and beyond. That’s as long as there’s the bonus of hotel-level service and amenities.
And hotel brands will need to keep up their high levels of customer service, wherever the apartments are, requiring extra investment and communications to ensure guests don’t feel isolated.