Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links below. This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
Hilton is expanding into the apartment-style lodging market with the launch of the Apartment Collection by Hilton. This new category within its collection brand portfolio offers fully furnished urban apartments backed by Hilton’s service standards and loyalty program. The brand marks Hilton’s entry into a fast-growing segment favored by extended-stay travelers, families, remote workers, and guests seeking home-style accommodations with hotel hospitality across the United States.
Apartment Collection by Hilton will debut in the US in partnership with Placemakr, an established apartment hospitality operator specializing in flexible short-term and extended-stay accommodations in urban and suburban markets. The collaboration allows Hilton to add as many as 3,000 apartments to its inventory and positions the brand for accelerated growth with multi-family building owners.
The new collection is designed for a wide variety of travel occasions. Units will range from studios to four-bedroom apartments, featuring chef-ready kitchens, separate living spaces, on-site laundry, and 24/7 staff support. Properties will sit in central neighborhoods across major cities to connect guests to local attractions, restaurants, and hidden gems. Select buildings may also add amenities such as rooftop pools, shared workspaces, fitness centers, and on-site dining or retail.
Bookings through Hilton channels are expected to open in the first half of 2026 with initial destinations including New York City, Washington DC, and Atlanta. All stays will be integrated into Hilton Honors to enable members to earn and redeem points while accessing standard loyalty program perks and member pricing.
The launch allows Hilton to broaden its reach in the extended-stay and short-term rental space while offering consistency and service reliability that travelers associate with its hotel brands. With demand rising for flexible, apartment-style accommodations, Hilton expects to scale the collection through additional partnerships and franchise agreements in the multi-family sector over the coming years.
Apartments by Marriott Bonvoy™ launched in 2024 and was Marriott’s entry into the same market. The hotelier offers premium and luxury apartment-style accommodations with private bedrooms, a separate living areas, full kitchens, and in-unit laundry. Apartments by Marriott Bonvoy™ lets developers build new properties or convert existing ones with a unique design approach similar to the Autograph Collection and Tribute Portfolio brands (where each hotel has its own style). These properties will not provide amenities like other extended-stay hotels and they will not offer food and beverage (except in some instances where there is independent retail or restaurants), meeting spaces, or daily housekeeping.
Anthony’s Take: Hotel giants like Marriott and Hilton need to keep growing. The beast must be fed in order to meet the demands of investors and building out new hotels is not always the path to growth. This segment is showing demand and Hilton is smart to enter it.
(Image Credits: Hilton and Marriott.)
User Generated Content Disclosure: The Bulkhead Seat encourages constructive discussions, comments, and questions. Responses are not provided by or commissioned by any bank advertisers. These responses have not been reviewed, approved, or endorsed by the bank advertiser. It is not the responsibility of the bank advertiser to respond to comments.
Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
