NEWS
Hilton has launched a new apartment-style brand called Apartment Collection by Hilton.
FOR THE NEW STAY
HILTON MOVES INTO APARTMENTS WITH THE LAUNCH OF APARTMENT COLLECTION.
By DAVID EISEN
The traditional hotel company is dead, long live the traditional hotel company. Not long ago, lodging companies were known for one thing: providing hotel stays. They still do, but now offer so much more, from cruises to apartment living, which is to say, this is now today’ s traditional hotel company.
Hotel companies have moved away from owning hotels and managing them in favor of an unwedded approach that focuses on generating fees through franchising and brand development. In doing so, they look less like their origination and more like feature-rich, consumer-goods corporations— think Procter & Gamble, which offers everything from household and personal-care products and is known for iconic brands, such as Pampers, Tide, Gillette and Head & Shoulders.
P & G started as a soap company.
COLORING OUTSIDE THE LINES Hilton started as a hotel company. It still is, but it’ s much more now, and its newest brand is evidence. In January, Hilton launched Apartment Collection by Hilton, its foray into the furnished apartment space, a move that embeds it into the short-term apartment space with the likes of peer Marriott International or Airbnb. It’ s not going at it totally alone, launching initially in partnership with Placemakr, a specialist
66 hotelsmag. com Mar / Apr 2026