Since its inception in 2018, Hilton’s LXR Hotels & Resorts brand has been steadily carving its niche in the luxury hotel market. By the end of 2024, LXR boasts a portfolio of 13 properties around the world, with plans for a dozen more, indicating robust growth momentum. Recent installations, including the scenic Ka La’i Waikiki Beach in Hawaii and the luxurious Beach Village at The Del in Coronado, California, underscore the brand’s commitment to expanding its footprint in desirable destinations. The future is bright for LXR, and its upcoming developments are keenly watched by industry stakeholders and travelers alike.
The Vision Behind the Brand: Insights from Leadership
In a conversation with Feisal Jaffer, the global head of LXR Hotels & Resorts, it becomes evident that the brand is on track to exceed 60-70 properties within the next five to six years. Jaffer notes that they’re not just seeking to increase numbers but also working towards building brand recognition and desirability among property owners. This proactive approach indicates that the luxury sector is evolving, with a growing interest from owners keen to associate their properties with a premium brand like LXR.
When asked about the essence of the LXR experience, Jaffer speaks of three key pillars that set the brand apart: unique design, personalized service, and local experiences. Each property offers a distinct architectural style while ensuring the service is tailored to individual guest preferences. The focus on immersive local experiences allows guests to engage with the culture and history of the destination, adding another layer to their luxury getaway.
Asia is a key region in LXR’s expansion strategy, with only two properties currently operational. Jaffer shares exciting news about their ambitious plans underway in Japan, where they already operate the Roku Kyoto and have secured a new hotel in Miyajimaguchi, overlooking a significant shrine site. This highlights LXR’s intent to penetrate the Asian market more aggressively and ensure that they meet the high expectations of luxury travelers in that region. Moreover, plans for a debut property in India reveal the brand’s commitment to establishing a presence in diverse global markets.
Jaffer highlights a noticeable shift in luxury travel patterns. The market in the U.S. is stabilizing with a more realistic pricing expectation. Travelers no longer accept exorbitant price hikes; instead, they seek value in their luxury experiences. Culinary tourism continues to hold sway among affluent travelers, who are increasingly prioritizing extraordinary dining experiences. The emphasis on wellness is another burgeoning trend, as more guests recognize the importance of restful retreats from daily stressors. Jaffer emphasizes the need for properties to provide versatility, catering not only to the desire for rejuvenating wellness but also to the energy of vibrant nightlife—essentially, offering an option for guests to curate their experience based on their mood for the day.
Transitioning the Ka La’i Waikiki Beach Hotel
A significant case study for LXR’s expansion and rebranding will be the Ka La’i Waikiki Beach property, previously known as the Trump International Hotel. This property achieved Forbes Five-Star recognition for a decade, setting a high bar that the new branding must meet and exceed. With extensive renovations set to begin in May and conclude by summer 2026, LXR is determined to reimagine the entire guest experience, from culinary offerings to room aesthetics.
Jaffer also acknowledges the challenges facing the Hawaiian tourism market. The demographic shifts and evolving travel preferences of the Japanese population present hurdles for the market, making it vital for LXR to capture the American customer base. The key to their success lies in establishing a robust connection with local and domestic travelers, meeting their expectations for luxury while responding to the dynamics of international tourism.
LXR Hotels & Resorts is poised for impressive growth in the coming years. With a strategic focus on unique experiences, consumer trends, and a commitment to luxury service, the brand is well-positioned to define the future of high-end hospitality. As it continues to expand its footprint across the globe, LXR marries the essence of exploration with exquisite accommodation, creating memorable experiences that resonate with the modern luxury traveler. The hospitality landscape will undoubtedly keep a close watch on LXR’s evolution as it aims to set new standards in the world of luxury retreats.