In a groundbreaking announcement, Hilton unveiled plans to expand its luxury portfolio with over 500 properties globally, solidifying its position as a leader in the high-end hospitality sector. With new destinations from New York and Osaka to Costa Rica and Athens, Hilton’s luxury brands—Waldorf Astoria, Conrad, LXR Hotels & Resorts, and Signia by Hilton—are set to redefine opulence and sophistication for discerning travellers.
The Year of the Travel Maximizer
Dino Michael, SVP and Global Head, Hilton Luxury Brands.
Dino Michael, Senior Vice President and Global Category Head of Hilton Luxury Brands described 2025 as “the Year of the Travel Maximizer.” He emphasized that luxury travellers are shifting toward experiences that blend adventure, relaxation, and meaningful connections. “Global demand for unforgettable stays and sophisticated accommodations is undeniable. We’re inspired by what lies ahead as we expand our award-winning brands into dynamic markets like Kuala Lumpur, Sydney, and Athens,” said Michael.
Waldorf Astoria: Icons of Elegance
Waldorf Astoria continues to epitomise timeless luxury, with its portfolio set to grow from 34 properties to 50 by 2025. Key openings include:
- Waldorf Astoria New York: After an extensive restoration, this Art Deco masterpiece reopens in Spring 2025, featuring 375 expansive rooms, a 30,000-square-foot spa, and the new Lex Yard restaurant, helmed by acclaimed Chef Michael Anthony.
- Waldorf Astoria Costa Rica Punta Cacique: Nestled on Guanacaste’s Playa Penca, this eco-conscious resort offers immersive wellness experiences inspired by indigenous traditions, from volcanic clay treatments to cacao ceremonies.
- Waldorf Astoria Osaka: Opening as part of the GRAND GREEN OSAKA development, this property will offer 252 rooms, three world-class restaurants, and the iconic Peacock Alley.
- Waldorf Astoria Shanghai Qiantan: Located in Shanghai’s New Bund district, this hotel will blend Art Deco design with contemporary elegance, featuring Michelin-starred dining and lush riverside gardens.
Waldorf Astoria Rabat Sale Night.
Conrad Hotels & Resorts: Expanding the Horizons of Luxury
Conrad’s growth trajectory continues with notable openings in Athens and Hamburg in 2025:
- Conrad Athens: Located within The Ilisian, a luxury mixed-use development, this hotel will boast 307 rooms, the city’s largest poolscape, and the reinvented Galaxy Bar, now known as The Galaxy Dispensary.
- Conrad Hamburg: Occupying the historic Levantehaus building, this hotel will feature 238 rooms, a spa, and nine meeting spaces, blending modern sophistication with Hamburg’s historic charm.
Conrad will expand further in 2026 with properties in Riyadh, Jaipur, Nagoya, and Yokohama.
LXR Hotels & Resorts: Unique Experiences in Iconic Destinations
LXR Hotels & Resorts celebrates bespoke luxury with its curated collection of independent properties. Highlights include:
- LXR Hotels & Resorts – Casablanca: Opening in 2025 within the prestigious ‘Triangle d’Or’ development, this hotel will feature 148 rooms, three signature restaurants, and a rooftop venue.
- Arizona Biltmore: Adding to the West Coast portfolio, this property combines historic architecture with modern luxury.
The brand’s new “Spirit of Adventure” program will offer guests curated, one-of-a-kind experiences rooted in local culture and history.
Signia by Hilton: A New Standard in Meetings and Events
LXR Hotels & Resorts – Casablanca.
Signia by Hilton debuts internationally in 2025 with its Amman property. The hotel will offer 272 rooms, seven dining venues, and a world-class spa in Jordan’s capital, redefining luxury for business and leisure travellers.
Partnerships and Innovations: Elevating the Luxury Experience
Hilton’s recent partnership with Small Luxury Hotels of the World (SLH) expands worldwide access to unique, boutique accommodations. The Hilton for Luxury program also supports top-producing travel advisors, ensuring seamless experiences for clients booking world-class stays.
Sustainability at the Core
Hilton’s commitment to sustainability is evident across its new developments. From eco-conscious designs at Waldorf Astoria Costa Rica to using locally sourced materials at properties in Athens and Osaka, the company prioritizes environmental stewardship without compromising luxury.
The Future of Hilton Luxury
As Hilton’s luxury portfolio grows, the brand’s influence on global hospitality becomes more profound. With trailblazing initiatives, iconic properties, and an unwavering commitment to excellence, Hilton is set to redefine luxury travel for years to come.
Written by: Michelle Warner
