Hilton to Launch Apartment Collection Brand in 2026 With Placemakr Partnership

Hilton will introduce Apartment Collection by Hilton, a new apartment-style lodging brand, in partnership with Placemakr, with initial U.S. properties expected to open in the first half of 2026.

Hilton announced plans to launch Apartment Collection by Hilton, a new lodging category focused on furnished apartment accommodations, with bookings available through Hilton channels beginning in the first half of 2026. The initial rollout will take place in the United States through a partnership with Placemakr, a company that operates flexible, short-term and extended-stay apartment accommodations.

The Apartment Collection by Hilton brand will add up to 3,000 new apartment-style units to Hilton’s existing global inventory of approximately 10,000 units. The company stated it expects to expand its apartment-style inventory further in the coming years through this partnership and additional franchise agreements with multi-family property owners.

The new brand will offer studio to four-bedroom furnished apartments, each equipped with a kitchen, separate living area, and on-site laundry. Properties will be located in urban and suburban markets, with initial destinations including New York City, Washington, D.C., and Atlanta. Each property will have on-site staff available at all times, and some locations may include amenities such as fitness centers, rooftop pools, communal workspaces, and on-site dining or retail.

Hilton’s partnership with Placemakr will utilize Placemakr’s operational model, which involves working with multi-family building owners to convert entire buildings or portions of buildings into furnished short-term rentals. Hilton stated that the agreement is expected to support the company’s expansion in the apartment-style hospitality segment.

Apartment Collection by Hilton properties will be integrated into Hilton’s booking and loyalty systems. Members of the Hilton Honors program can earn and redeem points for stays at these locations.

PJT Partners served as Hilton’s strategic financial advisor, while Goldman Sachs & Co. LLC advised Placemakr on the partnership.

Hilton expects further growth in the apartment-style segment through additional agreements with multifamily owners beyond the initial rollout with Placemakr. The company plans to maintain consistent quality standards across all Apartment Collection by Hilton properties. Bookings for the new brand are scheduled to be available in the first half of 2026.