New Hilton Partnership Marks Further Expansion Into Furnished Apartments

Hilton has launched a partnership with Placemakr, an apartment hospitality brand and operator specializing in short-term and extended-stay rentals. The team-up will allow Hilton to further capitalize on burgeoning demand for extended-stay rentals. 

Hilton already has 10,000 apartment-style units globally and will add up to 3,000 new units through its deal with Placemakr, according to a release. Hilton plans to “significantly grow its apartment-style inventory over the next few years” through this partnership and future agreements.

Placemakr specializes in flexible furnished rentals and has expanded by working with multifamily building owners to convert either an entire building or a chunk of units in a building into apartment-style units.  

The Apartment Collection by Hilton will offer units ranging from studios to four-bedroom furnished units.

“Apartment Collection by Hilton represents the next chapter in Hilton’s growth story and the ways we are evolving to meet growing guest demand for this dynamic segment of hospitality,” Hilton CEO and President Chris Nassetta said in a statement.

The units will be available for booking within the first half of this year. 

In August 2024, Marriott and defunct short-term rental operator Sonder struck up a similar partnership to assume 9,000 Sonder units into Marriott's Bonvoy brand. In November 2025, Marriott exited the deal, and Sonder shuttered and filed for Chapter 7 bankruptcy the next day. 

Hilton is expanding in the extended-stay space at a time when the once-niche space is seeing notable growth. 

Across the U.S., nights stayed during 28-day or greater bookings have increased by 136%, from 20 million in 2019 to 46 million in 2025, according to AirDNA, which tracks the short-term rental market. That amounts to more than double the growth rate of short-term stays over the same period, according to AirDNA research. 

These units appeal to renters who need flexibility but are also looking for a certain level of affordability, the report’s authors wrote. The rentals are ideal for “purpose-driven travelers,” such as contract workers and others traveling for business, relocating families, and traveling healthcare professionals.

These types of guests are now a sizable segment of the larger renter population. Monthly extended-stay rentals made up 19% of all rental demand in 2024, according to a report from AirDNA and furnished apartment site Furnished Finder.