Hilton Launches Apartment Collection to Compete with Airbnb and VRBO

New residential-style apartment units will be integrated into Hilton's loyalty program and booking system.

Published on Feb. 11, 2026

Got story updates? Submit your updates here. ›

Hilton is launching a new lodging category called Apartment Collection, which will offer residential-style apartments ranging from studios to four-bedroom units. The concept is designed to blend the consistency and reliability of hotels with the space and flexibility of short-term rentals. Apartment Collection properties will be professionally managed, staffed 24/7, and integrated into Hilton's loyalty program and booking systems, providing guests with the benefits of a trusted brand. The new category is aimed at families, multigenerational groups, and longer-stay guests who want more living space and a home-like atmosphere.

Why it matters

The launch of Apartment Collection reflects a shift in how people travel today, with more demand for shared living spaces and home-like amenities. This new category allows Hilton to compete more directly with short-term rental platforms like Airbnb and VRBO, while still offering the reassurance of a major hotel brand. It also provides a revenue opportunity for property owners looking to diversify their income streams.

The details

Apartment Collection properties will be a mix of entire buildings and portions of buildings, allowing for conversions of existing assets. The units will be professionally managed and integrated into Hilton's systems, including its Honors loyalty program. While most hotel benefits will carry over, some like food and beverage credits may be adjusted due to the lack of traditional restaurants. Hilton sees the new category appealing to families, multigenerational groups, and extended business travelers who want more living space and a home-like experience.

  • The first Placemakr properties under Apartment Collection will begin coming online in late Q1 or early Q2 of 2026.
  • Hilton expects to have several thousand Apartment Collection units in the near term, with the potential for significantly more over time.

The players

Hilton

A major global hotel chain that is launching the new Apartment Collection category.

Placemakr

Hilton's partner in developing the Apartment Collection concept.

Gary Steffen

Hilton's global category leader for full-service brands, who provided details on the new Apartment Collection.

Got photos? Submit your photos here. ›

What they’re saying

“This is a new category for us. We've got extended stay product with multiple bedrooms, but we don't have any that are this apartment collection. So, this is a new category.”

— Gary Steffen, Global Category Leader for Full-Service Brands, Hilton (Forbes)

“The difference here is the fact that it's backed by Hilton. You're gonna have the reassurance of a trusted brand.”

— Gary Steffen, Global Category Leader for Full-Service Brands, Hilton (Forbes)

What’s next

Hilton expects to have several thousand Apartment Collection units in the near term, with the potential for significantly more over time as the company expands the new category into major cities and prime destinations.

The takeaway

Hilton's Apartment Collection represents the company's effort to adapt to changing travel behaviors, offering a blended experience that combines the consistency and reliability of hotels with the space and flexibility of short-term rentals. By integrating the new category into its loyalty program and booking systems, Hilton aims to provide travelers with the benefits of a trusted brand while meeting the growing demand for home-like accommodations.