Almost hidden in a press release from Hilton last week was news about one of three to five slow-to-emerge brands under development – this one a luxury soft brand that resurrects a previous Blackstone luxury brand, LXR Luxury Resorts.
In 2005, Blackstone, who two years later would acquire Hilton Worldwide, took 14 of its assets acquired from a combination of deals with Wyndham, Boca Hospitality Collection and Prime Hospitality, to create the LXR brand. Those hotels eventually became part of the Hilton portfolio and were reflagged with LXR becoming nascent.
Last week, Hilton and Al Habtoor Group in Dubai announced new franchise agreements for three hotels in Al Habtoor City. One of the hotels will be rebranded as Habtoor Palace Hotel, LXR Hotels & Resorts. The press release noted that the “hotel will operate as an independent property as it joins the upcoming luxury collection brand from Hilton, LXR Hotels & Resorts.”
HOTELS reached out to Hilton on Monday morning to confirm the plan for the soft brand launch and a spokesperson, while saying Hilton did not have a lot to share right now, confirmed that “the new luxury collection that will feature unique, iconic properties around the world and that we expect it to launch it later this year.”