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 — welcome back, Waldorf Astoria New York ( more on that in a bit) — through the end of this year.
Further, the company is once again adding to its brand lineup, as recent earnings calls indicate Hilton is on track to announce a new luxury lifestyle brand — a term best associated these days with offerings from competitors like Marriott's Edition, Hyatt's Alila and IHG's Six Senses — in the coming months.
Last year may have seemed like the year of affordability at Hilton: The company launched the premium economy brand Spark as well as Project H3, the working title for the company's extended-stay hotel brand. But fear not, luxe hotel fans: There's still plenty of activity at Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts and LXR Hotels & Resorts, which all fall at the pricier end of the Hilton brand spectrum.
The luxury pillars of the Hilton ecosystem aren't as pressured to show growth in massive numbers of new hotels like, say, Spark or Hilton Garden Inn. Luxury hotels are often passion projects that are more about perfect locations, refined service and ultimately getting it right so guests dream of booking their return as soon as they check-in.
"We're in a really strong position. I think anything that we do is now completely additive," said Dino Michael, Hilton's senior vice president and global head of luxury brands, in an interview with TPG at last month's International Luxury Travel Market conference in Cannes, France. "We feel really good about where we are."
Some of Hilton's most anticipated openings of 2024 involve Waldorf Astoria, including the Waldorf Astoria Seychelles Platte Island, a 59-villa resort expected to open in the next couple of months. Each of the hotel's waterfront villas includes a private pool, and the property leans into nature vibes amid its surroundings of coral reefs, forest, a lagoon and an abundance of wildlife like eagle rays, manta rays and hawksbill turtles.
Further, the company plans on reintroducing travelers to the Waldorf Astoria New York, which is expected to complete its reportedly more than $1 billion makeover later this year. The hotel, closed for renovation since 2017, is slated to reemerge on the Big Apple's luxury hotel scene with a slimmed-down room count — albeit with modernized accommodations.
Hilton's Conrad brand will expand to Orlando this year — a move Michael says should accelerate the brand's appeal as a resort offering to American travelers. The brand launched overseas, and it continues to have a larger
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