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US: Hilton has partnered with flexible hospitality operator Placemakr to launch the Apartment Collection, with bookings available via Hilton channels in the first half of 2026.
Initial properties will be launched in the US, adding as many as 3,000 units to Hilton’s inventory – all integrated into Hilton’s booking and loyalty systems.
The Apartment Collection will offer studios to four bedroom furnished apartments, with select properties offering fitness centres, rooftop pools and terraces, communal workspaces, and on-site dining and retail.
Through the partnership with Placemakr, as well as through additional franchise agreements with multifamily owners, Hilton expects to see “strong growth” for the brand.
“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, Hilton. “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.”
Chris Silcock, president, global brands and commercial services, Hilton, said: “After an extensive search, Hilton is proud to partner with Placemakr to introduce Hilton’s new lodging category. We’ve long seen the opportunity to deliver hospitality-driven apartment stays, offering spacious accommodations, thoughtful amenities, and authentic connections to local neighbourhoods, and Placemakr shares that vision. For nearly a decade, they’ve demonstrated a strong commitment to guests through high product standards and exceptional service.”
Bao Vuong, co-founder and president, Placemakr, said: “Placemakr is proud to bring our deep expertise in the furnished apartment space to this innovative new brand with Hilton. 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.”
Jason Fudin, co-founder and CEO, Placemakr, added: “We’re also excited for what this means for our real estate partners. Hilton’s industry-leading commercial engine and scale will help create even more value for our partners while accelerating our mission to maximise the value of real estate through flexibility. This marks a new chapter in flexible real estate, and we couldn’t be more excited.”
Highlights:
- Hilton has partnered with Placemakr to launch Apartment Collection, with US bookings opening in H1 2026
- The partnership could add up to 3,000 furnished apartment units to Hilton’s system, integrated with Hilton Honors
- Properties will offer studio to four-bedroom apartments, with lifestyle amenities at select locations
