Hilton Hints at New Luxury Collection Brand

by Jessica Montevago
Hilton Hints at New Luxury Collection Brand

Boca Raton Resort & Club, A Waldorf Astoria was formerly an LXR property. Resort Statue Photo: Hilton


Hilton Worldwide Holdings is developing a new luxury brand, though it is keeping the details close to the vest, for now.

The McLean, Virginia-based company has not formally announced the news. However, in a release of three new properties in Dubai being rebranded by Hilton, it said one “will operate as an independent property as it joins the upcoming luxury collection brand from Hilton, LXR Hotels & Resorts.”

Formerly a St. Regis, the 234-room Habtoor Palace Hotel, LXR Hotels & Resorts, is located in Dubai’s Al Habtoor City, in agreement with Al Habtoor Group. The other two properties will be V Hotel, Curio Collection by Hilton and Hilton Dubai Al Habtoor City.

A Hilton spokesperson confirmed the new brand would be joining its luxury portfolio, alongside Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts. LXR Hotels & Resorts will be “a luxury collection brand comprising of independent, iconic properties that maintain their own identity but are united by the benefits of the Hilton.”

The name might sound familiar to some. LXR was first launched by private equity firm Blackstone Group LP in 2005, comprised of 14 Wyndham properties that the group acquired. After Blackstone acquired Hilton in 2007, many of those LXR Luxury Resorts were rebranded under Hilton brands. Among them were El Conquistador Resort & Spa in Puerto Rico and Boca Raton Resort & Club in Florida, both carrying the Waldorf Astoria flag.

Blackstone took Hilton public in 2013, and sold its remaining stake in the company earlier this year.

Curating unique experiences for luxury travelers
Hilton also launched a new web platform that offers a range of local experiences in Europe, the Middle East, and Africa for guests staying at either of its luxury brands, Waldorf Astoria and Conrad.

At the Conrad Algarve, for example, guests can experience the traditions and tastes of Portugal as they travel by saveiro, a traditional wooden fishing boat, to hunting grounds known to the fishermen, to go clam-picking and oyster-tasting.

Or, at the Rome Cavalieri, A Waldorf Astoria Resort, guests can participate in the hotel’s “Made in Italy by You Experience,” wherein they partake in a sandal-making workshop led by the owners of Le Mastro in the heart of Rome.

  0
  0
Daily Top List

UK Cities Outside of London to Visit

1. Edinburgh

2. Glasgow

3. Newcastle

4. Cardiff

5. Bath

Source: HandLuggageOnly

 

TMR THIS WEEK
http://services.travelsavers.com/AMGService.svc/REST/GetImage?ImageID=46d9854c-8d33-e911-b4aa-782bcb66a2f2

Give a Heads-Up, Get a Leg-Up in Business

Harness your knowledge, share your tips, and leave your clients wondering what else you know that they don’t.

TMR Recommendations
Top Stories
Mandarin Oriental Teams with A&K for Luxury Curated Experiences
Mandarin Oriental Teams with A&K for Luxury Curated Experiences

Hotels in New York, Miami, Bangkok, Hong Kong, Milan, Paris and Barcelona are participating.

Trafalgar Celebrates Ten Years of Its ‘Be My Guest’ Program
Trafalgar Celebrates Ten Years of Its ‘Be My Guest’ Program

Savings are being offered on Italy itineraries to mark where the program that pairs travelers with locals first began.

On Location: Sailing the West Indies on Viking Sea
On Location: Sailing the West Indies on Viking Sea

Neither natural disasters nor intestinal bugs are a match for the joy of a Caribbean cruise. Eighteen months after Hurricane Maria, the islands are in demand again.

IHG Buys Six Senses Hotels Resorts Spas
IHG Buys Six Senses Hotels Resorts Spas

Six Senses will sit at the top of IHG’s luxury portfolio, joining Kimpton, Regent, and its namesake brand.

Silversea Chairman Buys Majority Stake in Abercrombie & Kent
Silversea Chairman Buys Majority Stake in Abercrombie & Kent

Manfredi Lefebvre will take control with an 85 percent stake in the luxury tour operator.

Under IHG, Kimpton Reaches New Heights
Under IHG, Kimpton Reaches New Heights

The luxury boutique brand is at its strongest in its 38-year history, with more than 25 hotels under development.

News Briefs
TMR Report Cards & Outlooks
Advertiser's Voice
Advertiser's Voice: Luxury Gold