Under the radar: Hilton’s stealthy LXR brand launches in the UK

In August last year, Hilton quietly launched a new luxury collection brand called LXR Hotels & Resorts (LXR). It’s a portfolio of independent hotels “found in the most alluring locations”, created to seduce guests with immersive experiences. The brand welcomed its maiden property, a 234-guest room luxury hotel situated on Sheikh Zayed Road, at Habtoor Palace in Dubai.

Today, Hilton, along with Millennium & Copthorne Hotels, agreed to bring LXR to the UK. The property will be rebranded from Millennium Hotel London Mayfair to The Biltmore, Mayfair following a multi-million-pound renovation. Situated in the heart of Grosvenor Square, the revamped hotel will re-open for business in the spring of 2019.

“First-class service in the heart of Mayfair”

Patrick Fitzgibbon, senior vice president of development, EMEA, Hilton, said: “LXR is designed to bring together the best of luxury in global destinations. The Biltmore, Mayfair is a stunning addition to the new collection and prestigious extension to Hilton’s growing luxury portfolio in London. Guests will experience first-class service in the heart of Mayfair, and the unique craftsmanship and historic surroundings of the hotel will make for a truly memorable stay.”

The Biltmore, Mayfair will offer 257 guest rooms, many with views over Grosvenor Square, as well as 51 “highly-curated” suites, which will reflect the property’s origin as a sophisticated and elegant London private residence. It will also showcase a 500 square metre ballroom for large-scale events, while its culinary team will be headed by internationally renowned chefs.

“Fit for royalty”

Tan Kian Seng, the interim group CEO of Millennium & Copthorne Hotels, also commented: “This hotel has undergone a complete refurbishment in London’s most prestigious neighbourhood, Mayfair. With its prime location, bespoke products, and quintessential services under LXR, The Biltmore, Mayfair will be fit for royalty, well-travelled guests from around the world and senior corporate executives. We look forward to welcoming our first customers in the coming spring.”