Hilton Announces Three New Dubai Hotels (Reflags From SPG) And LXR Hotels & Resorts Brand Launch

Hilton today announced (yesterday they didn’t want to comment on rumors – read more here) that the three Marriott/SPG hotels in Al Habtoor City (St. Regis, W and Westin) would find their new home under their brands effective August 1, 2018 (they all exit Marriott system on July 31).

Hilton Dubai

St. Regis will become Habtoor Palace, LXR Hotels & Resorts, W hotel confusingly V Hotel part of Curio Collection and Westin will trade its brand to Hilton.

You can access Hilton here.

READ MORE: Hilton Honors Rate & Bonus Points And Miles Promotions

Here’s the press release from Hilton:

DUBAI – Three hotels in Dubai’s Al Habtoor City are to be rebranded by Hilton which was confirmed today at a press event in Dubai. Mohammed Al Habtoor, Vice Chairman & CEO of the Al Habtoor Group and Ian Carter, President, Global Development, Architecture, Design & Construction, Hilton announced a new franchise agreement effective 1 August 2018. The properties will become known as Habtoor Palace Hotel, LXR Hotels & Resorts, V Hotel, Curio Collection by Hilton and Hilton Dubai Al Habtoor City.

Mohammed Al Habtoor said: “We are pleased to extend our partnership with Hilton to three additional hotel properties at Al Habtoor City, our flagship hospitality, leisure and residential development located in the heart of Dubai. This is a record transition into a new portfolio of brands, a testament to the strong relationship and trust between Al Habtoor Group and Hilton. The announcement today increases our partnership with Hilton from five hotels to eight hotels around the world.”

Ian Carter, said, “The addition of these three properties is great news for Hilton and strengthens a strategic partnership with Al Habtoor Group which spans across several markets internationally. Our portfolio will now see more than 5,000 rooms open by the end of the year in Dubai, a destination that ranks alongside global powerhouses such as London, Paris and New York in terms of annual visitor numbers.”

Khalaf Ahmad Al Habtoor, Founding Chairman of Al Habtoor Group said: “Dubai is a safe haven for tourism and investment. The decision of Hilton to choose Dubai as one of the first locations for its upcoming luxury collection brand is a confirmation of Dubai and the UAE’s robustness and appeal.”

Al Habtoor City is a residential and leisure complex situated on Dubai’s arterial Sheikh Zayed Road. The properties overlook Dubai Creek and the upcoming Business Bay district, a short distance away from the city’s thriving Downtown area which includes landmarks such as the Burj Khalifa and Dubai Mall.

Guests at each of the three properties will be able to earn Hilton Honors points for their stays from 1 August 2018 onwards. They will see the number of brands Hilton operates in the UAE increase from five to seven while adding to the long-standing presence of its flagship Hilton Hotels & Resorts brand in the country, which has welcomes guests to the UAE for nearly 50 years.

Habtoor Palace, LXR Hotels & Resorts

A 234-guest room luxury hotel will operate as an independent property as it joins the upcoming luxury collection brand from Hilton, LXR Hotels & Resorts. Ideally located on Sheikh Zayed Road and just steps from the Dubai Water Canal, the elegant Habtoor Palace features beaux-arts architecture throughout all guest rooms and public spaces.

V Hotel, Curio Collection by Hilton

The first hotel in the UAE to join Curio Collection by Hilton, a global upper upscale portfolio of more than 50 hotels and resorts lauded for their distinct culture and spirit, V Hotel joins ten pipeline and trading properties in the region. Featuring 356 guest rooms, the property represents next generation art and design and is also the location for Dubai’s first resident aqua show, La Perle by Dragone.

Hilton Dubai Al Habtoor City

Boasting 1,004 guest rooms, including 142 suites, this hotel under the flagship Hilton Hotels & Resorts brand becomes the largest in Hilton’s Middle East & Africa portfolio. Hilton Dubai Al Habtoor City builds on the heritage of Hilton Hotels & Resorts in the country since the brand’s first property opened in 1971, and joins six properties open across the UAE and a further 50 in the pipeline across the region.

About Al Habtoor Group

Al Habtoor Group LLC, headquartered in the United Arab Emirates (UAE), is one of the region’s largest and most respected conglomerates. Founded in 1970 by Khalaf Ahmad Al Habtoor, the Group has grown in unison with the UAE and today has a diverse portfolio of successful businesses operating in key sectors of the economy (hospitality, automotive, real estate, education and publishing). The AHG has an unwavering commitment to excellence, which is apparent throughout all its units. Further information on the Al Habtoor Group is available on www.habtoor.com

About Al Habtoor City

Al Habtoor City is an upscale hospitality, residential and leisure complex consisting of three five-star hotels, three luxury residential towers on Sheikh Zayed Road and on the banks of the Dubai Water Canal with unparalleled amenities, and spectacular leisure and entertainment venues. Al Habtoor City is home to the regions first permanent resident show – La Perle by Dragone.

Conclusion

Not sure how these branding changes will help Al Habtoor Group with the challenges these hotel have faced previously (read occupancy and average daily rates)?

Hilton must have cut a sweet deal with the developer when it came to franchise and other fees that Marriott felt that they didn’t have to.

Interesting to see how these three hotels will work under the Hilton brands compared to Starwood ones. St. Regis and W brands are definitely more established than their respective Hilton ones especially when sold for non-loyalty program members.

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