Hilton’s luxury 2025 plans will begin with the Waldorf Astoria New York City.
“Will it or will it not reopen?” Hotel cynics are wondering about the Waldorf Astoria New York since years. Not me, obviously. I am a perpetual optimist and always believed that it would come back. Cough.) The reopening will include 375 renovated guest rooms and suites, a signature restaurant overseen by chef Michael Anthony, and the return of the hotel’s famous Peacock Alley cocktail lounge. It will feature 375 newly renovated guest rooms and suites as well as a signature Michael Anthony-supervised restaurant and the famous Peacock Alley Cocktail Lounge. I think people will understand why it took so much time when they visit. The detail will be evident, including the new mosaics, gold leaf, silver leaf and marble. They’ll also notice the paintings. ‘”
Waldorf Astoria New York. NOE & Associates/THE BORDER
But Hilton’s luxury agenda is not limited to the Waldorf Astoria in New York City. Hilton has plans to open Waldorf Astoria hotels in Costa Rica, Osaka and Shanghai within the next year. Conrad will add hotels to Athens, Hamburg, Germany and Casablanca in Morocco in 2025. LXR Hotels & Resorts is also planning to expand in Casablanca. The expansion comes amid a flurry of acquisition and partnership deals for Hilton, including a new partnership with Small Luxury Hotels of the World and a deal to expand the NoMad brand into Hilton’s leading luxury lifestyle offering.
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Waldorf Astoria New York. NOE & ASSOCIATES/THE BOUNDARY
“It’s been a long time coming,” Feisal Jaffer, global head of LXR Hotels & Resorts, said of Hilton’s broader luxury play. This is a sort of journey we’ve taken to change the perception about luxury. But the growth is not easy. Hilton’s leadership must woo hoteliers away from the brands offered by Marriott, Hilton, and IHG. You’re competing with other brands. It appears that the pitch is working. At a different point of ILTM, leaders with Small Luxury Hotels of the World noted more than 80% of their properties are now participating in the new Hilton partnership; they see value in gaining more exposure and bringing in a new type of customer from the Hilton Honors orbit.
Hilton’s luxury liftoff appears to be on track to hit the stratosphere in the new year.
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