Hilton’s LXR Boss: How to Stand Out Among Luxury Hotels
Photo Caption: Feisal Jaffer, global head of Hilton's luxury soft brand LXR. Source: Hilton.
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?
