Hilton launches a new hotel brand for travelers who want more space
Hilton offers travelers a new way to stay with the launch of Apartment Collection by Hilton, a new brand focused on fully furnished apartments that combine the comforts of home with hotel-level service. The new lodging option is expected to debut in the first half of 2026, with the first properties opening in major U.S. cities, including New York, Washington, DC and Atlanta.
Designed for both short getaways and longer stays, Apartment Collection by Hilton caters to travelers who want more space to spread out, whether families traveling together, friends on a group trip, or business travelers staying for several weeks at a time. Accommodations will range from studios to four-bedroom apartments, each with a fully equipped kitchen, separate living areas and on-site laundry facilities.
For years I traveled almost exclusively in hotels, first alone and then with my wife. Hotels made sense because they were reliable, comfortable and easy. But once we had kids, now ages 6 and 9, and started traveling the world with them, our habits changed dramatically. They have already visited more than 25 countries. Space has become essential. The same goes for convenient features like a kitchen for quick meals and a washing machine for mid-run laundry. That’s when the appeal of apartment-style housing became evident. The apartments are not only larger, they are much more livable for families on the move. They also give you a sense of belonging.
The new Hilton brand seems designed for exactly this type of traveler. Unlike traditional vacation rentals, Apartment Collection by Hilton properties will offer 24/7 on-site support, consistent quality standards and full access to Hilton’s reservation and loyalty systems. Guests will be able to book directly through Hilton.com and earn or redeem Hilton Honors points, just as they would at any Hilton-branded hotel.
The company is launching the brand in partnership with Placemakr, a specialist in converting apartment buildings or certain units within them into flexible accommodation for short and long stays. Hilton plans to add up to 3,000 apartment-style units through this partnership, expanding its existing portfolio of apartment-style accommodations worldwide.
The move reflects a broader shift in the way people travel. Families are traveling more and more often and further. Remote work has blurred the line between business and leisure travel. Many travelers now prioritize comfort and functionality over daily housekeeping or room service. Apartment stays have grown in popularity, putting Hilton in competition with brands such as Marriott’s Residence Inn, Hyatt House, Staybridge Suites by IHG and apartment-focused hotel companies like Sonder and Oakwood.
What sets Apartment Collection by Hilton apart is the promise of hotel reliability combined with apartment flexibility. In addition to fully equipped kitchens and living spaces, many properties will offer amenities such as fitness centers, swimming pools or rooftop terraces, and common workspaces. Some locations may also include on-site restaurants or retail while reflecting the character of their surrounding neighborhoods.
For families like mine, or anyone who’s realized that travel doesn’t always fit neatly into a hotel room, Apartment Collection by Hilton offers a compelling middle ground. It’s an option that recognizes the evolving needs of travelers, particularly once children enter the picture, without asking them to give up the consistency and confidence of a global hotel brand.
