Hilton has launched the Apartment Collection by Hilton, a new lodging category of furnished apartments within Hilton's growing collection brand portfolio. The Apartment Collection by Hilton will be available for booking through Hilton channels in the first half of 2026, with initial properties in the U.S. launched in partnership with apartment-hospitality brand and operator Placemakr.
The announcement comes just three months after the company launched the Outset Collection by Hilton, its 25th brand and the eighth in its Lifestyle portfolio. The new brand is the company’s fourth extended-stay brand and comes two years after the company announced the name of its lower-midscale LivSmart Studios brand.
Growing Segment
Hilton launched the new brand to build on its existing global inventory of approximately 10,000 apartment-style units, adding as many as 3,000 new units through its partnership with Placemakr. Hilton expects to significantly grow its apartment-style inventory over the next few years through this new partnership and through additional franchise agreements with new owners in the multifamily segment.
Apartments within the collection will range from studios to four-bedroom furnished apartments. Each unit will have kitchens, separate living areas and on-site laundry as well as team members available on-site 24/7. Public spaces will include fitness centers, and select properties may also have rooftop pools and terraces, communal gathering and workspaces as well as on-site dining and retail.
Partnership and Growth
Through the partnership with Placemakr, as well as with relationships with multifamily owners, Hilton expects to see “strong growth” for the brand, according to a statement, given the popularity of the apartment-style hospitality market. The brand is set to launch in the first half of the year in 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,” Hilton President and CEO Chris Nassetta said in the statement. “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.”
“After an extensive search, Hilton is proud to partner with Placemakr to introduce Hilton’s new lodging category,” said Chris Silcock, president, global brands and commercial services, Hilton. “We’ve long seen the opportunity to deliver hospitality-driven apartment stays, offering spacious accommodations, thoughtful amenities, and authentic connections to local neighborhoods, and Placemakr shares that vision. For nearly a decade, they’ve demonstrated a strong commitment to guests through high product standards and exceptional service.”
“Placemakr is proud to bring our deep expertise in the furnished apartment space to this innovative new brand with Hilton,” said Bao Vuong, co-founder and president, Placemakr. “We’re thrilled for Hilton guests and Hilton Honors members to experience what we’ve built over the past decade. We’ve pioneered the furnished-apartments asset class property by property, stay by stay, and to continue that work alongside the world’s most valuable hotel brand is so exciting.”
“We’re also excited for what this means for our real estate partners,” said Jason Fudin, co-founder and CEO, Placemakr. “Hilton’s industry-leading commercial engine and scale will help create even more value for our partners while accelerating our mission to maximize the value of real estate through flexibility. This marks a new chapter in flexible real estate, and we couldn’t be more excited.”
PJT Partners and Goldman Sachs & Co. were the strategic financial advisors on this partnership for Hilton and Placemakr, respectively.