Hilton enters the furnished apartment arena with new Apartment Collection brand
Hilton is officially launching a new vertical in the lodging industry with Apartment Collection by Hilton, the company announced Thursday morning. Set to debut in the first half of this year, the new brand is a collection model designed to offer travelers furnished, apartment-style accommodations with the safety net of hotel-grade service.
The launch begins with a strategic partnership with Placemakr, a flexible-living operator with a decade of experience in the sector, bringing an initial pipeline of up to 3,000 units in key urban markets like New York City, Washington, D.C., and Atlanta.
Hilton already has 10,000 apartment-style units in its global inventory thanks to residential offerings at properties like DoubleTree by Hilton Dubai M Square Hotel & Residences and Hilton Dubai The Walk. But the Apartment Collection is focused on initial growth coming from the U.S.
For the consumer, this promises the holy grail of modern travel: the space of an Airbnb without the chore lists, inconsistent hosts, or cleaning fees. For the brand, it represents a continuation of the company’s longtime “build it, don't buy it” strategy that allows Hilton to penetrate the booming short-term rental market without the risks associated with recent competitor moves.
By Cameron Sperance