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

The Biltmore, Mayfair
The Biltmore, Mayfair

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 - Bedroom

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.”

You might also like

Comments are closed.

Subscribe to our newsletter
Sign up here to get the latest news, updates and special offers delivered directly to your inbox.
You can unsubscribe at any time
Close