Move Over, Airbnb: Big Hotels Target Group Travel
Companies like Airbnb popularized vacation rentals, but these days it's the big hotel chains that are marketing them.
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Updated · 7 min read
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Big hotel brands are adding vacation rental properties to their portfolios, creating new options for large groups, families and extended-stay travelers.
For years, home-sharing platforms like Airbnb and Vrbo have been go-to sources for large group travel accommodations. These platforms make it easier to find multi-bedroom rentals. Often, these were more comfortable and cost-effective than spreading across multiple hotel rooms. But in recent years, peer-to-peer home rental sites have drawn scrutiny for high fees and unreliable hosts.
Still, interest in short-term rentals remains strong. According to vacation rental analytics company AirDNA's 2026 U.S. Short-Term Rental Outlook Report, travelers can expect more professionally managed options in 2026 as the industry bounces back with steadier interest rates and more properties coming to market. Availability is expected to expand even further in 2027 as more people travel for leisure.
And now, big hotel companies like Hilton, Hyatt and Marriott have debuted their own vacation rental properties. A prime example is Reunion Resort and Golf Club in Kissimmee, Florida, which showcases how hotel chains are revolutionizing group travel accommodations. This 2,300-acre resort offers everything from standard condos to a 22,000-square-foot mansion with bowling alley and movie theater — all bookable through engines including Marriott's Homes & Villas platform.
In early 2025, Hilton Hotels & Resorts announced a partnership with a vacation rental resort called Evermore Orlando Resort. Evermore offers hundreds of vacation rentals on one sprawling property, alongside resort-level services such as a 24-hour front desk and on-site dining.
And then in 2026, Hilton took its vacation rental ambitions even further with the launch of Apartment Collection by Hilton, a new brand offering furnished studio to four-bedroom apartments in major cities. Unlike resort-focused properties like Evermore, Apartment Collection targets urban travelers — from business professionals on extended assignments to families exploring city destinations. Initial properties launch in the first half of 2026 in New York City, Washington, D.C. and Atlanta.
For travelers seeking group accommodations — and who want to avoid the unpredictability that can come with renting from individual owners — these hotel-affiliated vacation rentals are worth a look. One potential downside, though, is that they can be pricey.
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Orlando embodies the group travel kingdom
Perhaps no city better supports group travel than Kissimmee, Florida, a city just south of Orlando. Vacation rentals are a big business for the city and its surrounding area, where you'll find 30,000 professionally managed properties. Quality ranges from affordable, single-family homes to 15-bedroom mansions and luxury villas.
Reunion Resort is an attraction unto itself
One of its top vacation rental neighborhoods is what's called Reunion Resort. At Reunion, families can choose to stay in anything from a villa that functions more like a multi-bedroom hotel room, to mansions that fit dozens of people. You might find three-bedroom condos starting around $1,500 per week ($35 per person per night). Even the best mansions (some have features like bowling alleys, movie theaters and infinity pools) can still come in at less than $100 per person per night when filled to capacity.
Though the resort is a strong home base for visiting the Disney parks, it's also possible to spend an entire trip on property and never leave, given its three championship golf courses designed by Arnold Palmer, Tom Watson and Jack Nicklaus, multiple pools including a lazy river, tennis courts and six restaurants.
Vacation homes are bookable through Reunion's own website, though they're also often listed on major hotel booking sites such as Homes & Villas by Marriott Bonvoy.
Hilton’s eyes are on Evermore Orlando Resort
Evermore Orlando Resort opened in January 2024 as a 1,100-acre luxury vacation rental complex consisting of 69 houses, 206 flats and 41 villas that range in size from two-bedroom apartments to 11-bedroom homes.
“We designed homes perfect for a weeklong vacation,” says Christopher Kelsey, developer of the Evermore Orlando Resort. “Every home has identical primary bedrooms, so there’s no arguing over who gets the best room, or who should pay more or less because they got better bedrooms.”
Units have features that appeal to families like bunk rooms and — in the biggest ones — a slide that takes you downstairs. Resort amenities include an artificial beach complex, golf courses, restaurants and a gym. Unlike other vacation rentals, the property has onsite staff to assist with issues.
But the units can be expensive. Evermore rates vary by night, but nightly rates for the 32-person, 11-bedroom home — the largest residence available — start at about $3,000. If you split that cost with a full house of guests, though, it could be more affordable than individual hotel rooms.
Guests at Evermore can use Hilton Honors points to book homes through Hilton’s website. Two-bedroom villas will be available for standard room award stays, while larger units will be available for premium award stays. Those who book with cash can earn Hilton points during their stays, too.
Depending on their level of Hilton elite status, travelers will also receive bonus points. Hilton Gold members will receive 1,000 bonus points per Evermore stay and Diamond members receive 2,000 bonus points. Those are offered in lieu of the Hilton Honors daily food and beverage credit. Plus, travelers can earn Hilton Honors points for eligible charges to Hilton credit cards.
Hilton's big bet on urban apartments
While Hilton's Evermore partnership focuses on family-friendly resort properties near Orlando's theme parks, Apartment Collection by Hilton represents a different strategy: competing directly with Airbnb in urban markets where business and leisure travelers need the space of an apartment with the reliability of a hotel.
What Apartment Collection offers:
- Studio to four-bedroom furnished apartments with chef-ready kitchens, separate living areas and on-site laundry.
- 24/7 on-site staff — unlike peer-to-peer platforms where hosts may be hard to reach.
- Urban locations in sought-after city destinations with easy access to local attractions.
- Hilton Honors integration so members can earn and redeem points just like at traditional Hilton hotels.
- Consistent quality standards backed by Hilton's operational expertise.
The brand launches through a partnership with Placemakr, which is a furnished apartment operator with nearly a decade of experience managing short-term and extended-stay accommodations in urban markets.
Select properties will feature rooftop pools and terraces, communal workspaces, fitness centers and on-site dining — amenities that bridge the gap between apartment living and resort-style hospitality.
Who it's for: Apartment Collection targets a different traveler than Evermore. Think extended work trips, family city vacations or groups exploring urban destinations who want apartment-style space without the hassle of coordinating with an absent Airbnb host. The 24/7 on-site presence addresses one of travelers' biggest complaints about peer-to-peer rentals: When something goes wrong, there's no one to help.
With properties bookable through Hilton.com and integrated into Hilton Honors, the brand offers a compelling option for the millions of travelers who've accumulated hotel points through credit cards and loyalty programs. Previously, using those points for apartment-style accommodations was nearly impossible.
Major hotel brands embrace more space and multi-family trips
Hilton's partnership with Evermore and the launch of Apartment Collection are hardly the only instances of big brands getting into vacation rentals.
Marriott
In 2019, Marriott International launched Homes & Villas by Marriott International, a collection of 140,000 vacation rentals worldwide, where Marriott Bonvoy members can earn and redeem points for stays.
In contrast to Evermore, these are mostly standalone homes, cared for by Marriott-vetted property management companies that offer 24/7 support (albeit not necessarily onsite).
The collection includes several luxury properties, which tend to have costly rates. Properties include an Italian villa with a sauna, private chef and infinity pool, which accommodates up to 24 and starts at $3,800 per night. There’s also an 18th century Irish Castle in Galway that sleeps 17 and starts at about $6,300 per night. Affordable properties include multi-bedroom homes in Orlando that cost less than $100 per night.
Hyatt
In 2023, Hyatt Hotels Corp. launched a similar offering called Homes & Hideaways by World of Hyatt. Like Marriott Homes & Villas, Hyatt’s program features standalone properties overseen by management companies that have earned Hyatt’s stamp of approval.
Hyatt Vacation Club, a separately owned and operated company that's part of the same loyalty program, offers larger accommodations through timeshares, where you can purchase usage rights in a property. Owners typically pay an upfront fee and annual maintenance fees in exchange for points to book stays at locations across the brand's network.
Hyatt Vacation Club units are also bookable with cash or World of Hyatt points, which can be earned through stays or certain credit cards. Prices vary by location, with some resorts offering multi-bedroom villas for $200 or $300 a night, while others could charge upward of $900.
There are more than 20 Hyatt Vacation Club locations across the U.S. and Mexico, and each resort is designed to showcase its host location.
Stephanie Sobeck Butera, executive vice president and chief operating officer at Hyatt Vacation Club, said in an email that Hyatt Vacation Club specifically builds in places that are “not necessarily traditional timeshare markets.” That includes Santa Fe, New Mexico, and Branson, Missouri.
Offerings vary by location. For example, the Hyatt Vacation Club Wild Oak Ranch in San Antonio, Texas, offers classes on how to make guacamole, tortillas and margaritas, and families can enjoy the lazy river and playground.
Hilton
Hilton Grand Vacations is a vacation ownership (timeshare) company that spun out from Hilton Worldwide. It similarly markets to timeshare members — but like Hyatt, it also allows non-owners to book either using cash or Hilton Honors points. Hilton’s HGV portfolio is currently about 200 resorts worldwide.
In November 2023, HGV expanded its Elara property in Las Vegas to nearly 1,300 units. Like most hotels, there’s a check-in desk plus resort amenities like a pool and restaurant. But because these properties are timeshares, they also have kitchens and spacious dining areas — a rarity at hotels.
What this means for travelers ahead
The vacation rental landscape is shifting rapidly as major hotel brands invest heavily in alternatives to traditional hotel rooms. Hilton's dual approach — partnering with resort properties like Evermore and launching a new urban apartment brand — signals that hotel companies see significant opportunity in offering travelers more space, kitchen facilities, and flexibility.
Before travelers head straight to Airbnb or another short-term rental platform for family gatherings, group trips, or extended city stays, they should compare hotel-affiliated options, as they tend to offer benefits including:
- Cost efficiency for groups: When split among multiple travelers, large vacation rentals can be more affordable than booking multiple hotel rooms.
- Resort amenities: Properties like Reunion Resort and Evermore offer golf courses, pools, restaurants and entertainment on-site.
- Practical benefits: Full kitchens for meal prep, laundry facilities, and multiple bedrooms so no one has to share beds or sleep on pull-out couches.
- Points redemption: Earn and redeem hotel loyalty points for vacation rental stays — something nearly impossible with peer-to-peer platforms.
- Professional management: 24/7 support from trained staff (sometimes on-site, sometimes remote) rather than individual owners who may be unresponsive.
- Consistent quality standards: Hotel brands apply the same quality control and operational expertise to vacation rentals as they do to traditional hotels.
- Urban apartments: With brands like Apartment Collection, travelers now have hotel-backed options for furnished apartments in major cities — ideal for extended work trips, family city vacations, or anyone who wants apartment-style living without Airbnb's unpredictability.
The expansion of hotel-affiliated vacation rentals represents a significant shift in the travel industry. Properties like Reunion Resort and Evermore demonstrate that resorts can compete with Airbnb by combining luxury accommodations, resort amenities and proximity to major attractions. Meanwhile, Apartment Collection by Hilton shows that hotel brands are ready to compete in urban markets where Airbnb has traditionally dominated.
And more competition in the short-term rental space may lead to lower prices and better service for everyone. As more hotel chains launch properties similar to Reunion Resort, Evermore, and Apartment Collection, travelers will have increasingly sophisticated options that blend the best of vacation rentals with hotel-quality service, amenities, and the ability to earn and use loyalty points.
Caitlin Mims contributed to this story.
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