Hilton is opening doors to new hotels, new experiences and new customers.
That was the message that was conveyed at a Hilton Media event in New York City on January 21, where executives shared news from 24 brand hotel companies.
With a major luxury property debut this year, expanding its lifestyle hotel portfolio and a strategic partnership that enhances Hilton’s appeal to young travelers, Hilton “brings warm and enlightened hospitality for every stay and every guest We aim to do this,” experience, and distribution.
Important Luxury Opening for 2025
Five luxury brands of Hilton – Waldorf Astoria Hotels & Resort, Conrad Hotels & Resort, LXR Hotels & Resort, Nomad Hotels and Signature by Hilton have reached a record year of growth in 2024. Last year’s World (SLH) – Hundreds of boutique luxury brand properties can be booked through all Hilton direct booking channels, and over 200 million members of Hilton Honors can earn and redeem points for SLH stays Masu.
“Our commitment to luxury has been very deep,” said Dino Michael, Senior Vice President and Global Head of Hilton’s luxury brands. “We want to go there,” he was told over and over again. ”
The expansion continues in 2025, with Hilton opening at least one luxury hotel every month. This spring we will see the much-anticipated reopening of Waldorf Astoria New York. This “not only is its flagship of Waldorf Astoria Brand, it is the flagship of the entire company,” Michael said.
Spanning the city block at 301 Park Avenue between 49th and 50th Avenue, the legendary Art Deco hotel, which has previously 1,400 rooms, will be reopening with 375 rooms, suites and residences. “Every area you know and love is there and they are recovering beyond their former glory,” Michael said.
One such iconic Waldorf Astoria Spot is the Peacock Alley Bar. Bell is also developing a cocktail list at Rex Yard, the hotel’s signature restaurant.
Waldorf Astoria Costa Rica Punta Cacique will open this spring. (Photo credit: ©2025 Hilton)
Hilton’s important luxury openings in 2025 also include:
Waldorf Astoria Costa Rica Punta Cacique opened this spring, with a dramatic cliffsy from Cacique at Guanacaste, Japan’s first Waldorf, the Cacique at Guanacaste, a quarantined Playa Pencathe Waldorf Astoria osaka Located on the Do Peninsula. New Grand Green Osaka city mixed use development Rising Waldorf Astoria Shanghai Qiantan is scheduled to open in the new pond area of Shanghai in September. Conrad Athens is set to open this year alongside Waldorf Astoria and Conrad Residences in Iridian, located in the heart of the city that once housed Hilton Athens. The city centre marks the debut of the German Conrad brand. LXR Hotels & Resorts – marks the Moroccan debut of the award-winning collection of independent luxury hotels in Casablanca, Morocco.
To support the best luxury travel advisors booking Hilton’s luxury portfolio, the company lavishly introduced Hilton last year. The invitation-only program is a one-stop shop for luxury travel advisors with a concierge desk, dedicated private website, exclusive offers, value-added perks, and direct contact with On Property Team members.
Focus on lifestyle brands
Hilton is ready to double the size of its six-brand lifestyle portfolio, and will add 350 properties by 2028. These brands are designed to provide unique and local travel experiences, including canopy, alumni, Curio collection, tapestry collection, tempo and motto. “There’s a perspective,” says Kevin Osterhouse, president of Hilton’s newly appointed global lifestyle brand.
Oster House was previously the president of a graduate hotel purchased by Hilton last year. The 35 graduates from Hilton Properties are university-themed and celebrate the location’s history, charm and pop culture.
The latest two of his debut are graduates by Hilton Auburn near Auburn University in Alabama, with stairs right away from Princeton University in New Jersey. Future locations include soon-to-open alumni by Hilton Dallas across the street from Southern Methodist University, and graduates by Hilton Austin, which is scheduled to open near the University of Texas campus in 2027.
Osterhaus will oversee the expansion of the segment from Hilton’s new lifestyle hub in New York. “I’m very excited to build my team this year, open my hub here (in Manhattan) and start to really focus on growth,” Osterhouse said.
The newly opened alumni by Hilton Princeton is located shortly from Princeton University in New Jersey. (Photo credit: ©2025 Hilton)
Additional news from Hilton lifestyle brands include:
A stylish micro hotel motto brand that spreads across South America under the motto of Hilton Cusco in Peru. The Motto Properties combines efficient rooms with locations at the heart of action, including upcoming openings in downtown Nashville, Atlanta and downtown Hong Kong. The tapestry collection of luxury and original hotels, which has experienced significant international growth, including Northern Ireland’s first hotel, Marcus Portrush, is a conversion of the historic building that is set to open this summer. is. Recent prominent tapestry openings include Delphins Beach Resort Bonaire, but upcoming debuts include Utah ski-in and ski-out hotel Ascent Park City.
The lobby bar of the motto by Hilton Cusco, the first property in South America. (Photo credit: ©2025 Hilton)
Partnerships that expand your customer base
When Hilton expanded its portfolio with record-breaking numbers in 2024, when it added 973 hotels, it also has partnerships that expand its customer base.
One of the main examples is “Autocamp, a glamping company that allows customers to blend outdoor living with boutique hotel experiences,” says Muir. Auto Camping is at classic outdoor adventure destinations such as Zion, Utah. Yosemite and Joshua Tree, California. In Cape Cod, MA, accommodation includes custom designed airstream trailers, spacious cabins and luxurious tents. Another critical feature of AutoCamp is the clubhouse, located at the heart of each property, with markets, food and plenty of options.
AutoCamp Stays is available for reservation through Hilton’s direct channels, and Hilton Honors members can earn and redeem points on the properties. AutoCamp Honors members perks include S’mores kits, bundles of fire, eco-friendly water, and space-available upgrades for Diamond members.
Jen Chick, Senior Vice President of Loyalty and Customer Growth and Global Vice President, sees AutoCamp as a great way to showcase Hilton and its loyalty programmes to younger generations. “We were able to attract a new kind of customer,” says Chick. “Auto camping is the perfect fit.”
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