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.