Hilton Dives into Furnished Apartment Sector with New Brand Launch
Hilton has officially launched Apartment Collection by Hilton, marking a strategic move by the hospitality giant into the furnished apartment space. This new brand positions Hilton in direct competition with Marriott International’s Apartments by Marriott Bonvoy and alternative accommodation providers like Airbnb.
The brand will be unveiled in collaboration with Placemakr, a prominent operator in the furnished apartment sector. The Apartment Collection will be available for booking through Hilton channels in the first half of 2026, starting with properties in the United States. This partnership will add approximately 3,000 new units to Hilton’s existing global inventory of around 10,000 apartment-style accommodations.
“This 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,” said Chris Nassetta, Hilton’s CEO. The new category will allow Hilton Honors members to earn and burn reward points beyond traditional hotels.
Furthermore, Hilton announced a collaboration with cruise line Explora Journeys last month. This partnership will allow members to accrue points toward ocean-travel experiences starting in summer 2026.
Source: https://hotelsmag.com/news/hilton-moves-into-apartments-for-the-stay/