Core Viewpoint - Hilton is launching a new lodging category called Apartment Collection by Hilton, which will offer unique, spacious furnished apartments, expected to be available for booking in the first half of 2026 [1][5]. Group 1: Partnership and Growth - The partnership with Placemakr will add up to 3,000 new apartment-style units to Hilton's existing inventory of approximately 10,000 units, with plans for significant growth in the apartment-style segment through additional franchise agreements [2][4]. - Placemakr brings expertise in the furnished apartment sector, leveraging its operational model to convert multi-family properties into furnished short-term rentals, which aligns with Hilton's growth strategy in this expanding market [4][8]. Group 2: Product Offering - Apartment Collection by Hilton will feature a range of furnished apartments from studio to four-bedroom units, designed for various stay occasions, including family getaways and extended business trips [3][6]. - Each property will include chef-ready kitchens, spacious living areas, on-site laundry, and access to amenities such as fitness centers and communal spaces, enhancing the guest experience [3][6]. Group 3: Brand Integration and Loyalty - The new brand will maintain Hilton's trusted quality standards and will be integrated into Hilton's booking and loyalty systems, allowing guests to earn and redeem Hilton Honors Points [5][8]. - The Apartment Collection will be available in key urban destinations, including New York City, Washington, D.C., and Atlanta, ensuring guests have access to sought-after locations [5][6].