Since its launch in 2018, Hilton’s luxury series brand LXR Hotel and Resort has been steadily developing. The brand ended in 2024 and there were 13 properties around the world, with about twelve of the pipelines. The recent increase includes Hawaii Ka La’I Waikiki Beach as well as DEL’s beach village and DEL coastal house Coronado in California. The hotel editor Christina Jelski and the LXR hotel and FEISAL JAFFER of LXR and the global head of the resort talked about the next step.
Feisal Jaffer
ask: Do you want LXR to grow in the next five years?
one: If we continue at a speed of five to six years (if you calculate the supply and pipeline), we may exceed 60 or 70 hotels. We are now in a good place, get brand recognition, and let more owners come to us and say, “Hey, will you consider LXR for this?”
ask: What defines the LXR experience?
one: We have three pillars: fascinating designs, they are independent of each property; customized personal services, which is actually about small details and personalized experience to you; then there are experiences and cultural experience with rich colors. In a sense, you can only have this experience in the property or through the property. This is about realizing the destination of adventure spirit and being able to experience the vision of property.
ask: In terms of channels, Asia seems to be the focus. What plan do you have in the area?
one: So far, we have only two attributes. Now in Japan, we have ROKU in Kyoto, we signed another in Japan [in Miyajimaguchi, in the Hiroshima prefecture]This will be a boutique, about 60 keys, overlooking one of Japan’s most famous shrine ruins. We have some other opportunities. We are now actively pursuing in Japan, and we will also be close to determining our first property in India.
ask: What trends do you see in a luxury trip?
one: In the United States, we have seen the standardization of pricing. People said, “Do you know? No, you can’t increase the price of 100 %.” There is a ceiling on it, and I think this is healthy.
Cooking is still very large, and people travel for this. Then health, sleep is a huge thing, which can be closed and detoxifying from everything. I think the property needs to embrace its two sides: on a specific day, you may want to detoxify, and then you may say, “Well, I’m going to attend the party.” You should be able to do at the same time. That is the extravagant luxury, right? You can be someone you want to be that day or that moment.
ask: How about it Ka La’I Waikiki BeachBefore, it was Trump International Waikiki, performance?
one: Waikiki property is a Forbes five -star property. It has been 10 years. Whenever you change the brand, you must ask. Therefore, we will completely re -conceive it. The renovation project will start in May and complete in the summer of 2026. Everything will be replaced: restaurants, rooms. The room is large, they are like apartments.
But the market there changed its admission tourists. The Japanese did not come back for three reasons. Obviously, one of them is much more expensive. However, I think young Japanese may not look at Hawaii like their parents. They can travel many places. There are many options. In the end, the population declined, so the population was less. Therefore, there is a change. But we have such a powerful business and customer base in the United States, so we see more American tourists.
