As travel patterns evolve toward longer stays, hybrid work, and multigenerational trips, apartment-style accommodations are gaining traction. A Grand View Research market analysis report reveals the global serviced apartment market was valued at $112 billion in 2023 and is projected to reach $249 billion by 2030, growing at a compound annual growth rate of 12.7 percent from 2024 to 2030.
Major hotel brands are launching into this aparthotel segment, while existing serviced apartment brands are expanding their portfolios. “Today’s travelers are seeking a fully integrated experience that combines space, service, amenities, and elevated comfort,” says Elías Barbosa, CEO of Trobbu, which offers serviced apartment-style villas and is debuting Trobbu San Miguel in Mexico this July. “Staying in a suite at a 5-Star hotel has been aspirational to many travelers. That type of luxury has become more accessible than ever.”
Here, we look at a handful of brands making serviced living spaces even more attainable as demand grows.
Apartment Collection by Hilton
An open-plan layout in a serviced accommodation within Hilton’s new Apartments Collection
Hilton’s recently announced Apartments by Hilton—with initial properties launched in partnership with apartment-hotel company Placemakr—adds nearly 3,000 new apartment-style units to the company’s existing inventory of approximately 10,000 units.
“The Apartments are meant to fill a space that has a lot of friction, like Airbnb or independent rentals, whether it’s the deposit, cleaning, or key access,” says Staci Patton, senior director of global full-service brand design at Hilton. “Each property will have its own identity, and many will be conversions. These could be multifamily residential buildings where there are 50 unrented units that can be brought into Hilton’s inventory.”
Units range from studios to four-bedroom furnished apartments, complete with kitchens, spacious living areas, 24-hour service, weekly housekeeping, and access to property amenities. Hilton expects to further grow its presence in the apartment-style hospitality market through its partnership with Placemakr and multifamily owners, debuting stays in New York; Washington, DC; and Atlanta in the first half of the year.
Mandarin Oriental Exceptional Homes
A serene pool terrace at Trullo delle Dame in Puglia, part of the Mandarin Oriental Exceptional Homes expansion
Going beyond the apartment model, Mandarin Oriental’s Exceptional Homes has added 10 new residences to its portfolio, bringing it to a total of 35 homes. Each property is selected for extended-stay rentals and comes equipped with Mandarin Oriental service, including private chefs, a dedicated concierge, housekeeping, and a villa manager.
New additions to the collection include Villa Petrucci in Florence, restored by architect and designer Massimo Adario; the beachfront Villa Marzia in Sardinia; two Puglia properties—Trullo delle Dame and Trullo dei Pumi; and Marbella, which welcomes six new design-led villas.
“The continued expansion of Mandarin Oriental Exceptional Homes reflects a focus on locations where a private home setting allows guests to experience each destination with greater depth and authenticity,” says Philip Leighton, head of Mandarin Oriental Exceptional Homes.
ROOST Apartment Hotel
Floor-to-ceiling windows wrap an open-concept serviced apartment at ROOST Rainey in Austin
ROOST is no stranger to the serviced apartment industry. The brand launched in 2014, conceptualized by Philadelphia-based Method Co., with the mission of fusing the residential nature of an apartment with the amenities and service of a boutique hotel.
“Apartment hotels are rising because the way people travel has fundamentally changed,” says Randall Cook, CEO and cofounder of Method Co. “Guests aren’t just passing through cities anymore—they’re living in them, even if temporarily. They want space to settle in, routines to continue uninterrupted, and environments that support work, wellness, and recreation.”
Loungers line the rooftop pool at Method Co.’s ROOST Rainey
The brand now has eight locations across the U.S., including its most recent property, ROOST Rainey, which debuted 59 rooms within the 48-story Paseo mixed-use development in Austin. Such aparthotels “feel like a seamless extension of modern life, not a compromise between home and hotel,” adds Cook. “Designing for real life starts with acknowledging that people experience spaces not just visually, but through use, habit, and emotion.”
Service is just as critical. “The longer the guest stays, the more opportunity there is for staff to get to know them on a personal level,” Cook says. “Guests still expect high-touch hospitality, but it’s delivered with discretion—present when needed, invisible when not. As stays become longer and more lifestyle-oriented, service becomes less about constant intervention and more about ease and consistency.”
Wilde Aparthotels
Bold patterns play against butter-yellow walls at Oscar’s, a boutique café and bar tucked inside the Wilde Vienna lobby
Across the pond, Wilde Aparthotels continues to grow. With existing locations across Germany, Scotland, and England, the brand recently added outposts in Vienna, Cambridge, and Lisbon, with Porto and Amsterdam in the pipeline. “Luxury today is about space, privacy, and ultimately how a place makes you feel,” says Wilde’s managing director Kelly Morgan.
How a space makes guests feel also depends on how well it supports them. “At Wilde, wellbeing is not an afterthought, it’s fundamental,” Morgan adds, citing elevated acoustic soundproofing, blackout blinds, filtered water systems, and attention to temperature, air quality, lighting, materials, and layout. “The ultimate test is simple: We want the guest to wake up feeling better than when they arrived.”
For its newest outpost, Wilde Vienna, public spaces—designed by Stephanie Barba Mendoza—capture the brand’s playful ethos, where modern elements mingle with antique pieces. Guestrooms, designed by Wilde’s in-house team, continue the narrative of past meets present, with vaulted ceilings, full-length windows, wooden beams, and aged plasterwork setting the canvas for contemporary sculptural furniture and photography.
“The next generation [of aparthotels] will be even more guest-centric and wellbeing-focused,” adds Morgan. “We’ll see smarter integration of technology [for] personalized comfort. Public spaces will continue to evolve as social hubs for both guests and locals. The future is about creating spaces that are as functional and restorative as they are beautiful.”
Photos by Chase Daniel, Matthew Williams, and courtesy of Mandarin Oriental and Wilde Aparthotels
This article originally appeared in HD’s February/March 2026 issue.
