Skift Take
Hilton's small LXR brand is enjoying a growth spurt this year as it aims to appeal to a new breed of luxury travelers.
Early Check-In
Editor’s Note: Skift Senior Hospitality Editor Sean O’Neill brings readers exclusive reporting and insights into hotel deals and development, and how those trends are making an impact across the travel industry.
LXR is a Hilton brand with 14 luxury hotels and resorts. Last week, Hilton announced a deal for an LXR resort in Saudi Arabia, and it has seven other properties in its pipeline worldwide.
To learn more about LXR's expansion, I spoke with its global head, Feisal Jaffer.
LXR's backstory Hilton created LXR in 2018 as a soft brand. Soft brands avoid dictating specifications for decor and operations that hard brands (like Hilton's Waldorf-Astoria) do. Yet they let owners enjoy a global hotel company’s loyalty program, volume discounts with procurement, and other back-office advantages. Interior view of the 6th Floor Ka Laʻi Waikīkī Beach, LXR Hotels & Resorts. Source: Hilton. Who is LXR's target customer?