Hilton Debuts Apartment Collection as 26th Brand
Photo Credit: Image of the inside of a nicely furnished apartment that is offered for stays through Hilton and run by a third party called Placemakr. Hilton
Skift Take
Hilton’s new brand is a long-delayed acknowledgment that a certain type of traveler wants the space of a residential apartment along with the consistency, on-site staff, and loyalty points of a hotel.
Hilton on Thursday announced a new brand, Apartment Collection, which will offer hotel-like stays in apartments when it debuts mid-year.
Hilton said it's partnering with Placemakr, a startup that manages furnished apartments in multifamily buildings for property owners.
Why it matters: Hilton was among the last major hotel chains to embrace furnished apartment hotels, offering units that range from studios to four-bedroom apartments.
The deal will add "as many as 3,000 units" to Hilton's system before July in cities like New York, Washington, and Atlanta. Units in the Apartment Collection will each have a full kitchen, separate living area, and on-site laundry.
Hilton's Placemakr Deal Hilton didn't disclose the financial terms of the Placemakr partnership, but it did say it's not taking a stake in the startup.
