Hilton’s New Venture: The Apartment Collection Brand Set for 2026
Hilton has proudly announced the launch of its 26th brand, Apartment Collection by Hilton. This represents a significant foray into the apartment-style hospitality segment. The announcement, made on January 15, 2026, unveils a new lodging category that seamlessly blends the space and amenities of furnished apartments with Hilton’s trusted service standards and loyalty program benefits.
The new brand will be launched in a strategic partnership with Placemakr, a leading player in the apartment hospitality sector. This collaboration will add up to 3,000 furnished apartment units to Hilton’s already impressive portfolio. Bookings are set to open through Hilton channels in the first half of 2026, with the initial properties making their debut in major U.S. cities including New York City, Washington D.C., and Atlanta.
- The apartments will range from studios to four-bedroom units
- Each unit will feature full kitchens and separate living areas
- On-site laundry facilities will be available
- 24/7 on-site staff support will be provided
“Apartment Collection by Hilton represents the next chapter in Hilton’s growth story and the ways we are evolving to meet the growing guest demand for this dynamic segment of hospitality,” said Chris Nassetta, president and CEO of Hilton. The brand will be fully integrated into the Hilton Honors loyalty program, allowing members to earn and redeem points on stays. This positions Hilton to compete directly with vacation rental platforms while offering greater consistency and professional management.
Source: https://stories.hilton.com/releases/hilton-introduces-apartment-collection-by-hilton