LXR by Hilton – Brand Profile
1. Overview & Positioning
- LXR Hotels & Resorts is Hilton’s luxury collection brand.
- It’s a “hand-picked collection of independent and spirited luxury properties,” meaning each hotel is very distinct in design, rooted in its location, and has its own heritage.
- The brand is built around the concept of personal adventure and experiential travel.
- LXR properties are part of the Hilton Honors program.
2. History & Leadership
- LXR launched in 2018 as one of Hilton’s luxury brands.
- Feisal Jaffer is the Global Head of LXR Hotels & Resorts.
3. Brand DNA / Key Pillars
LXR’s identity is built on three core pillars:
- Intriguing Design: Each hotel’s architecture and interior design reflect the local culture, heritage, and story of its destination.
- Bespoke Service: The brand emphasizes highly personalized, intentional service — “service truly crafted to the individual.
- Curated Experiences: Through a brand signature called the “Pursuit of Adventure”, LXR offers culturally immersive experiences, local excursions, and on-property activities that connect guests deeply with each destination.
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