Hilton Introduces Apartment Collection Brand to Rival Airbnb
Hilton has recently announced the unveiling of Apartment Collection by Hilton. This marks the hospitality giant’s 26th brand and a significant foray into the furnished apartment rental market. The new brand, set to debut in the first half of 2026, will offer a range of studio to four-bedroom furnished apartments. These will be fully integrated with Hilton’s booking system and the renowned Hilton Honors loyalty program.
The announcement, made on January 15, 2026, signifies Hilton’s strategic alliance with Placemakr. Placemakr is a leading apartment hospitality operator that specializes in transforming multifamily buildings into short-term rentals. This partnership is projected to add up to 3,000 apartment-style units to Hilton’s existing portfolio of approximately 10,000 similar accommodations. The initial properties are set to launch in major U.S. cities, including New York City, Washington D.C., and Atlanta.
“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,” said Chris Nassetta, President and CEO of Hilton. Unlike traditional vacation rental platforms, the brand promises consistent quality standards, 24/7 on-site staff support, and full integration with Hilton’s commercial systems.
Each property under the new brand will boast chef-ready kitchens, spacious living areas, on-site laundry, and amenities such as fitness centers, rooftop pools, and communal workspaces. This move positions Hilton to compete directly with Airbnb and other short-term rental platforms. At the same time, it offers the reliability and loyalty benefits that traditional vacation rentals often lack. Guests will have the opportunity to earn and redeem Hilton Honors points on stays, extending the program’s reach to its 235 million members.
Source: Hilton Newsroom