Hilton is growing its "apartment-style" offerings through a new partnership with aparthotel brand Placemakr.
This isn't Hilton's first foray into apartment-style stay options for guests, but the company is using this partnership to launch its new Apartment Collection soft brand. The goal down the line, company executives said, is to grow the collection further by signing individual franchise agreements with owners of multifamily real estate as well.
For now though, the Placemakr partnership adds 3,000 aparthotel units across the U.S. to Hilton's existing global inventory of 10,000 similar aparthotel-style lodgings. The Apartment Collection by Hilton will begin taking bookings in the first half of 2026.
Washington, D.C.-based Placemakr manages apartment-style short-term rental units through an asset-light business model with its owner partners. Placemakr works with those owners to convert entire apartment buildings or subsets of apartment units in a building into furnished short-term rentals.
Aparthotel lodgings typically serve to bridge the gap for travelers between short-term and extended-stay accommodations, offering kitchens, larger living spaces and other amenities.
Hilton said the new Apartment Collection will offer furnished apartment accommodations with hotel-style amenities such as fitness centers, rooftop pools, on-site dining and communal work spaces. Apartments range from studios to four-bedroom units.
Placemakr's portfolio focuses on urban and suburban markets across the U.S.
Hilton officials said they chose to partner with Placemakr because the company's "proven operational model brings deep multi-family expertise to launch Hilton’s growth in this expanding segment."
“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," said Chris Silcock, Hilton's president of global brands and commercial services, in a news release announcing the partnership. "For nearly a decade, they’ve demonstrated a strong commitment to guests through high product standards and exceptional service.”
The apartment hotel segment has seen a flurry of activity of late, with the collapse of Marriott-partnered brand Sonder and the recently announced acquisition of Mint House by similarly positioned platform Kasa.
The segment is attractive to guests because it offers different types and styles of accommodations, and attractive to hotel brand companies because of the growth and scale opportunities.
Hilton guests will be able to use loyalty benefits through Hilton Honors at Placemakr properties.
"We’re also excited for what this means for our real estate partners,” said Jason Fudin, co-founder and CEO of the asset-light Placemakr. Hilton's commercial platforms 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."