Hilton has just announced plans to introduce Apartment Collection by Hilton, as the hotel company gets into the furnished apartment accommodation business, thanks to a new partnership.
Basics of the Apartment Collection by Hilton brand
Hilton is launching Apartment Collection by Hilton, a new lodging category within Hilton’s portfolio, offering furnished apartments for everything from short term rentals to extended stays. This is being launched in the United States in partnership with Placemakr, an apartment hospitality brand and operator.
Apartment Collection by Hilton will offer everything from studios to four bedroom furnished apartments, with the brand being described as combining sense of place with the convenience and smart amenities of apartment-style living, including chef-ready kitchens, spacious separate living areas, on-site laundry, and 24/7 on-site team members.
The partnership is expected to go live in the coming months (in the first half of 2026), at which point travelers will be able to book stays via the Hilton website or app. These properties will participate in the Hilton Honors program, though exact details remain to be seen, including earning and redemption rates, plus elite benefits.
Here’s how Hilton CEO Chris Nassetta describes this:
“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. With this new brand, we are continuing to pioneer the future of the hospitality industry, giving guests even more ways to choose Hilton for every stay, backed by our service and reliability.”
It’s not surprising to see Hilton go in this direction
Nobody should be surprised to see Hilton moving in this direction, and essentially trying to skim a commission on apartment rentals. The hotel industry has evolved a lot over the years, particularly when it comes to the big global players.
Companies like Hilton and Marriott aren’t interested in owning hotels, or even particularly interested in managing them. Instead, they’re interested in taking a cut on anywhere that someone could sleep at night, whether it’s a hotel room, an apartment, or something else.
In many ways, the hotel giants have basically become versions of online travel agencies, using their loyalty programs as a way to drive people to book through their channels. The intent here is that Hilton is simply white labeling Placemakr apartments — Hilton gets a commission on each booking, and essentially passes on some of that to members in the form of points and elite nights.
Hilton markets how if you book these properties, you’ll receive “Hilton’s trusted service and reliability.” However, if something goes wrong with your stay, I’m sure Hilton will suddenly shift responsibility, and pass you over to their partner.
Many may remember Marriott’s recent partnership with Sonder, which ended with Sonder liquidating overnight. Marriott also promoted how its involvement would bring the trusted service the brand is known for, and that ended with Marriott telling customers to pound sand when they spent thousands of dollars on stays, only to find that Sonder was out of business.
Bottom line
Hilton plans to get into the apartment lodging business, with the introduction of Apartment Collection by Hilton. This will be in partnership with Placemakr, where those apartments will essentially be white labeled for Hilton. Hilton will get a commission on these bookings, and in return, members can earn and redeem points for stays. This matches the general industry trend we’re seeing, so I don’t think anyone should be surprised.
What do you make of the Apartment Collection by Hilton concept?
