HILTON has announced the company will open more luxury hotels in 2019 than during any other year in the iconic hospitality brand’s 100-year history.
Boss of Hilton’s Luxury & Lifestyle Group Martin Rinck says the milestone will be set when Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts and Conrad Hotels & Resorts add another seven addresses to the four properties unveiled earlier this year.
The Waldorf Astoria Dubai International Financial Centre, Waldorf Astoria Los Cabos Pedregal, and Waldorf Astoria Maldives Ithaafushi (bottom) are three of the five-star addressed with The Biltmore, Mayfair in London (below) and Anguilla’s Zemi Beach House Resort & Spa opening under the LXR brand.
And after this big year, Hilton still has 30 luxury properties in the pipeline with 25 destinations expected to open before 2025.
“After more than a decade of honing Hilton’s distinct luxury offerings, and investing in key markets around the globe, we are embarking upon a very exciting phase for the category,” Rinck explains.
“Over the next five years, starting with this year’s openings, we will start to see the positive impact of our efforts and we are confident our amazing portfolio of properties will reinvent luxury travel for Hilton.”
Luxury became a top priority for Hilton when Chris Nassetta took over as Hilton’s president and CEO in 2007 with company leadership “mapping out a luxury growth strategy that centred on two priorities”.
It was refining the two core luxury brands that exited at the time – Waldorf Astoria and Conrad – and launching LXR “to provide customers with a portfolio of distinctive hotels and resorts full of character and individuality”.
“Hilton was among the first to predict that luxury travel was poised to take off across generations and markets in the years to come, and we wanted to be at the forefront of its reinvention,” says Hilton’s head of global development Ian Carter.
“Development in the luxury space requires time and resources to do it properly and our targeted approach has enabled us to grow Hilton’s luxury presence globally – in many cases from the ground up – from new properties to spectacular conversions.”
→ READ MORE … New digs for Maldives’ luxe