Skift Take
Up till now, the LXR name has been reserved for private islands and palatial hotels. Now it's going to be used for an upmarket farming retreat.
Hilton has signed deals for three new hotels in Saudi Arabia: There are two Curio Collections, one focused on "eco" and the other on adventure. And an LXR resort will be an "agritourism" property as part of a tie-in with Saudi's new farming tourism organization, Dan Company.
The deal was signed on March 3.
All three will be located in the country's Al-Ahsa region, one of Saudi's largest agricultural areas and home to the world's largest date farms.
Al-Ahsa Agritourism Re