Hilton leaders tease the company’s luxury hotel future, including a new brand

The Beverly Hilton may have hosted the Golden Globes on Sunday, but that’s far from being the only luxurious happening taking place at a Hilton this year. The hotel giant has a flurry of luxurious developments, openings, and reopenings through the end of this year. Furthermore, the company is set to announce a new luxury lifestyle brand in the coming months.

Last year, Hilton focused on affordability with the launch of the premium economy brand Spark and Project H3, the extended-stay hotel brand. However, Hilton’s luxury brands, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, and LXR Hotels & Resorts, continue to thrive. These luxury hotels prioritize perfect locations, refined service, and creating an unforgettable experience for guests.

One of the most anticipated openings for Hilton’s luxury hotels is the Waldorf Astoria Seychelles Platte Island, a 59-villa resort set to open in the next couple of months. Each villa will feature a private pool, and the property is surrounded by coral reefs, forests, a lagoon, and abundant wildlife. Hilton also plans to reintroduce the Waldorf Astoria New York after completing its $1 billion makeover. The hotel will return with a reduced room count but modernized accommodations.

Conrad Hotels & Resorts will expand to Orlando this year, aiming to appeal to American travelers as a resort offering. While Conrad has a larger footprint outside the Americas, it has been expanding in the US in recent years. LXR Hotels & Resorts, Hilton’s luxury soft brand, will open its first hotel in Hawaii next month, following the conversion of the former Trump International Hotel, Waikiki.

Hilton CEO Christopher Nassetta has teased a new luxury lifestyle hotel brand, which is set to launch this year. The brand aims to fill the gap in the luxury lifestyle space, offering a mix of bars and restaurants that appeal to both hotel guests and local residents. Hilton’s LXR Hotels & Resorts can’t fulfill this role, as not every property in the collection fits the lifestyle hotel mold. The new luxury lifestyle brand will bring a certain element of programming that will be consistent across different parts of the world.

Hilton aims to maintain brand continuity while allowing each luxury property to have its own unique identity. The upcoming luxury lifestyle brand will be a bespoke offering, with only a limited number of properties. Each Conrad and Waldorf Astoria hotel already has its own unique identity, especially in terms of food and beverage programming. LXR hotels offer a more independent, one-off experience. Hilton’s luxury portfolio embraces the idea that luxury is never standardized, allowing for different experiences at each property.

In conclusion, Hilton has a lot in store for its luxury hotels in 2024. With new openings, renovations, and the launch of a new luxury lifestyle brand, the company continues to prioritize luxurious experiences for its guests. Whether it’s a Waldorf Astoria, Conrad, or LXR hotel, Hilton aims to provide refined service and unique offerings that will leave guests dreaming of their next stay.

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