Hilton has launched Apartment Collection by Hilton through a partnership with Placemakr, adding about 3,000 apartment-style units to its portfolio in 2026. The properties will be bookable through Hilton channels and participate in Hilton Honors, supporting growing demand for flexible, residential-style stays and expanding Hilton’s alternative lodging strategy. (Image: Hilton)
23 January 2026
Hilton Worldwide has entered the apartment-style accommodation space in a bigger way, announcing a new partnership with Placemakr and the launch of a new brand, Apartment Collection by Hilton. The move expands Hilton’s alternative lodging strategy and reflects growing demand for longer stays and more residential-style travel experiences.
Under the agreement, Placemakr’s apartment-style properties will be made available through Hilton’s distribution channels beginning in the first half of 2026. The initial rollout will add approximately 3,000 Placemakr apartment units to the new Apartment Collection brand, joining around 10,000 apartment-style units already operated by Hilton.
Image: Hilton
Placemakr currently operates more than 15 properties across the United States, including five in the Washington, D.C., area. Hilton said a number of Placemakr properties are expected to join the Apartment Collection in the first half of the year, with additional properties joining later in 2026, though not all Placemakr locations are expected to participate immediately.
Hilton said it expects to significantly grow its apartment-style inventory over the coming years, both through the Placemakr partnership and additional franchise agreements with owners in the multifamily segment. The company sees apartment-style accommodations as a natural extension of its portfolio, offering travelers more space, flexibility, and a stronger connection to local neighborhoods.
Hilton President of Global Brands and Commercial Services Chris Silcock said the company has long seen an opportunity to deliver hospitality-driven apartment stays, combining the comforts of residential living with hotel-style service and amenities—an approach Placemakr shares.
Properties within the Apartment Collection by Hilton will participate in Hilton Honors, allowing guests to earn and redeem points and receive benefits such as free Wi-Fi, helping integrate apartment-style stays into Hilton’s broader loyalty ecosystem.
Placemakr was founded in 2017 as WhyHotel, initially operating pop-up hotels, before rebranding in 2022 and expanding its focus to furnished apartment-style accommodations. Placemakr co-founder and president Bao Vuong said the partnership with Hilton represents a major milestone for the company and validates the apartment-style hospitality model it has been building property by property.
The deal follows a mixed track record for similar partnerships in the industry. A high-profile agreement between Marriott International and Sonder Holdings ended abruptly in 2024, shortly before Sonder ceased operations. Hilton’s move also comes the same week as Kasa announced a strategic combination with Mint House, highlighting continued consolidation and experimentation in the apartment-style lodging sector.
With the launch of Apartment Collection by Hilton, the company is betting that branded, professionally managed apartments—backed by a global distribution platform and loyalty program—can meet evolving traveler needs while avoiding the pitfalls that challenged earlier ventures in the space.
Source: HIlton
