New York City — Since the pandemic, says Hilton Hotels SVP of architecture and design Larry Traxler, “luxury and lifestyle are off the charts. It’s all about giving people a sense of place so when they wake up they know where they are.”
From the international space station, where they are partnering to design the perfect small space, to the backwoods, where they are rolling out glamping experiences, Hilton wants to be there for your luxury guests, combining comfort and service with unforgettable experiences.
For 2025, the focus clearly is in experiences in the luxury market, said Dan Reynolds, SVP of global content, media and partnerships. Hilton’s new partnerships with Small Luxury Hotels of the World has brought more than 400 boutique properties, bringing guests close to communities around the world. Teaming with McLaren gives Formula One fans private access to race weekends; its expanding roster of “Stay Like” pop-up overnights, such as “Stay Like” Wicked, lets them imagine themselves on the Broadway stage. “We’re thinking about how to bring that fandom and make it bookable,” SVP Content, Media and Partnerships Dan Reynolds told me.
And at the end of a busy day, a new partnership with Calm offers tranquility and restfulness.
Among the new properties rolling out this year, arguably the most exciting for this Manhattan crowd is the reopening of the Waldorf Astoria New York, “a flagship for our entire company, the crown of our portfolio,” said Dino Michael, Hilton’s global head of luxury. A city block long, it will boast “all the areas you know and love, restored beyond their former glory.” Also in the lineup are new Conrads in Hamburg and Athens; Waldorf Astorias in Costa Rica, Osaka, Shanghai and Rabat; and a new Signia by Hilton in Amman, the brand’s first venture outside the United States.
But also in the lineup are great new properties including Conrads in Hamburg and Athens; Waldorf Astorias in Costa Rica, Osaka, Shanghai and Rabat; Conrads in Athens and Hamburg; and a new Signia by Hilton in Amman, the brand’s first venture outside the United States. In the Dominican Republic, the Zemi Miches All-Inclusive Resort, Curio Collection by Hilton, will offer a new-build high-end totally immersive experience, from the design to the architecture. (30% of new Curios will be resorts, SVP Jenna Hackett, Hilton’s Global Brand Leader, Lifestyle, told me.) For skiers, there’s the new ski-in, ski-out Hotel Ascent Park City, Tapestry Collection by Hilton in Utah, an all-condo property, and the Hotel Alpenrock Breckenridge, Curio Collection by Hilton in Colorado.
“I’m excited about the growth in the lifestyle space, and our goals are very ambitious. We are building teams to build out multiple experiences focused on food and beverage, design and experiences. And we’re looking to grow resort destinations with an F&B focus in the all-inclusive space,” Hackett said.
A new partnership with Autocamp, meanwhile, offers 300-foot luxury Airstream campers in eight domestic locations—perfect for families or outdoor enthusiasts who might want to add a couple of nights in a national park or hiking in the Bay Area with a stay at a more traditional Hilton luxury hotel.
For Traxler, though, “luxury” begins with a comfortable room—and that starts with smart zoning. In Amman or in the woods, across all 24 Hilton brands, it’s about an efficient triangle comprising the vanity, shower and wardrobe. “Whether it’s 1,000 square feet or 200, it’s about giving people as much space as possible to do what they want to do.”
Since the pandemic, Traxler says, guests are demanding—and property owners are willing to pay for—touches that add that unique sense of place, from indigenous plants and art or meeting rooms filled with natural light. “Everyone wants a ballroom that opens and a rooftop bar,” he said.
In short, said Hilton chief marketing officer Mark Weinstein, “it matters where you stay. And your stay will be different if it’s at a Hilton.”