Two More New Brands From Hilton: LXR Hotels & Resorts and Signia Hilton
Located in the Al Habtoor City section of Dubai, the luxury hotel — which is currently the only property under the LXR Hotels & Resorts brand — has 234 guest rooms and will operate as an independent property as it formally joins the aforementioned upcoming luxury collection brand from Hilton. Ideally located on Sheikh Zayed Road and just steps from the Dubai Water Canal, the elegant Habtoor Palace features beaux-arts architecture throughout all guest rooms and public spaces.
The former brands of these hotel properties were St. Regis, W and Westin respectively — all of which are brands of Marriott International, Incorporated and formerly of Starwood Hotels and Resorts.
The LXR Hotels & Resorts brand has an interesting history: back in August of 2005, the Blackstone Group — which acquired a majority stake in ownership of Hilton Hotels Corporation two years later for $26 billion — announced the formation of a new hotel brand to be known as the LXR Luxury Resorts Collection, which was to encompass “14 Wyndham hotels as well as seven hotels and resorts from Blackstones Boca Hospitality Collection and Prime Hospitality holdings”, according to this official press release.
This is also not the first time Hilton has attempted to create a luxury brand based on experiences and not solely on opulence: as I first reported in this article on Thursday, April 16, 2009, Starwood Hotels and Resorts Worldwide, Incorporated sued Hilton Hotels Corporation over the creation of what was to be known as the Denizen brand of hotel properties — which was to compete directly with the W hotel brand — with allegations at that time that Hilton stole greater than 100,000 documents of confidential information in order for Hilton to enter the lifestyle luxury hotel market as quickly and as inexpensively as possible. Ross Klein and Amar Lalvani were two executives who were hired from Starwood in order to develop the Denizen brand of hotel properties.
That lawsuit was settled in December of 2010, as Hilton agreed to pay Starwood $75 million in cash, with another $75 million in hotel-management contracts entitled to Starwood. Furthermore, a federal judge subjected Hilton to an injection which prohibited the lodging company from introducing any lifestyle hotel properties for two years.
Signia Hilton Brand
“Spoke with the team and confirmed we’ll be able to share more information in Q1 when we officially launch the brand.” This official statement from a contact of mine at Hilton was sent to me in response to my request to find out more about the new Signia Hilton brand, of which I first found out via this discussion posted on FlyerTalk.
Signia Hilton is confirmed as a brand in development which will be introduced in 2019; but what was not officially confirmed were the following details: that the first property of the Signia Hilton brand — of which premiere meetings and events will be its focus — will be located adjacent to the Georgia World Congress Center in Atlanta.
An international event will supposedly be hosted by Hilton in New York in February of 2019 to reveal what will be the 17th brand of the Hilton portfolio. Motto by Hilton was recently introduced as brand number 16, with LXR Hotels & Resorts as brand number 15.
Some people may say that multinational lodging companies are getting out of hand with introducing so many new brands. With 33 brands, AccorHotels has the most brands of any lodging group, with Marriott International, Incorporated in a close second place with 29 brands…
…and I would initially agree — but if the purpose of the brand can be clearly linked with the name and serve a distinct market which is either underserved or not served at all, then I can understand the introduction of a new brand.
Speaking of matching a brand, did you know that a whopping 158 hotel brands are parts of the worldwide portfolios of only ten lodging brands? Those lodging companies include, in alphabetical order:
Best Western International, Incorporated
Radisson Hotel Group
Choice Hotels International, Incorporated
InterContinental Hotels Group
Marriott International, Incorporated
Starwood Hotels and Resorts Worldwide, Incorporated
Wyndham Hotel Group, LLC
Bonus Feature: How Well Do You Know Hotel Brands?
Listed in alphabetical order are 158 hotel brands — some of which had their parent lodging companies removed from their official names. Can you guess which hotel brands belong to which of the aforementioned lodging companies by matching the numbers of the list below with the letters of the above list? You get worthless bonus points if you can state the specific purpose of each brand — for example, if it is suites, luxury or extended stay.
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