Hilton debuts LXR brand in Australia, transforming Gold Coast Icon

AUSTRALIA – Hilton has announced the signing of an iconic Gold Coast property with Islander Hotel Trading Pty Ltd, introducing its LXR Hotels & Resorts brand to Australia set to open early 2027.

The 200-room property will feature a striking blend of grand neoclassical architecture and Italian-inspired interiors, offering direct access to the Gold Coast Broadwater and proximity to key attractions including Marina Mirage

What defines the LXR brand identity? This becomes a central question for investors observing this development.

Unlike standard luxury offerings, LXR properties celebrate the unique heritage and essence of their locales to deliver truly one-of-a-kind experiences.

“The Gold Coast provides an ideal setting for LXR’s distinctive approach to luxury, where place, design and experience are deeply connected,” explained Tushar Raniga, Director of Development for Australasia at Hilton.

 “The property holds one of the most alluring positions along the city’s main coastal corridors and will introduce the independent spirit of LXR to the Australian market,” he added.

How will this transformation change the luxury landscape in Australia? Candice D’Cruz, Vice President of Luxury Brands for Asia Pacific, noted that the arrival addresses growing demand for travelers seeking quality, authentic, personal experiences deeply connected to place.

The Gold Coast, defined by energy, nature and adventure, provides the perfect canvas for this elevated yet unmistakably local approach.

For Hilton, this project represents strategic expansion across the Asia Pacific region with the growing portfolio offering guests wider ranges of distinctive, locally inspired stays nationwide.

“We are honored to partner with Hilton to introduce the first luxury brand, LXR Hotels & Resorts to Australia,” said Li Xu, Director of Islander Hotel Trading Pty Ltd.

“This transformation represents a new chapter that respectfully preserves the hotel’s iconic design heritage while elevating it through comprehensive refurbishment, setting a new benchmark for the Gold Coast,” he added.

The hotel will integrate into Hilton Honors ensuring guests enjoy global recognition while experiencing LXR’s distinctive approach to place-driven luxury.

This transformation demonstrates how heritage properties can evolve through thoughtful renovation while maintaining architectural soul.

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