Hilton to debut eight luxury and lifestyle brands across Asia Pacific
Hilton today announced that it will make eight new luxury and lifestyle brand debuts into new markets across Asia Pacific this year, and plans more than 15 openings in the segments in 2026.
Together, these new hotels add to a trading estate of more than 170 trading luxury and lifestyle hotels in the region and take Hilton another step closer to its goal of exceeding 250 hotels in the categories in the coming years.
Leadership perspective
Alan Watts, President, Asia Pacific, Hilton, said, “Asia Pacific remains a powerful growth engine for Hilton, and this latest wave of brand entries reflects the strong demand we are seeing from owners for differentiated, high-performing brands. We are excited to expand across key gateway cities and sought-after leisure destinations as we continue to shape the region’s hospitality landscape.”
Brand debuts across markets
The debut of NoMad in Singapore, and Signia by Hilton in Tainan will mark the Asia Pacific debut of these two luxury brands, bringing Hilton’s total brand presence in Asia Pacific to 16 brands out of its 27-brand portfolio.
Canopy by Hilton Bangkok Sukhumvit will mark the brand’s debut in South East Asia, bringing Canopy’s boutique lifestyle experience to Bangkok. South Asia will see its first Curio Collection by Hilton hotel and first LXR Hotels & Resorts property, both set to debut in Bengaluru with Slohh by Roach, Curio Collection by Hilton and The Den Bengaluru, LXR Hotels & Resorts.
Country-level entries
In country brand debuts, Hilton will introduce two luxury brands to Malaysia in Kuala Lumpur’s Golden Triangle District with the openings of Waldorf Astoria Kuala Lumpur and Conrad Hotels & Resorts Kuala Lumpur, both scheduled to open by the end of 2026. Meanwhile, in Vietnam, NHAAN Resort & Spa Hoi An, Tapestry Collection by Hilton will introduce the brand to one of South East Asia’s culturally significant leisure markets.
Pipeline and recent signings
In addition to these upcoming debuts, Hilton recently signed two LXR Hotels & Resorts properties in Tokyo and Hakone Gora, Japan, and a new Tapestry Collection by Hilton hotel in Chiang Mai. These hotels add to a pipeline of more than 80 hotels across luxury and lifestyle in the Asia Pacific region.
These new signings join a slate of new luxury and lifestyle signings this year including Waldorf Astoria Goa, Motto by Hilton Sydney City Centre, Conrad Ulaanbaatar, and an LXR Hotels & Resorts hotel in Gold Coast, Australia, reflecting continued owner interest across both urban and resort locations.
Market outlook
Tal Shefer, Senior Vice President, Brand Management, Asia Pacific, Hilton, said, “Across Asia Pacific, we’re seeing strong momentum across the luxury and lifestyle segment of the market, driven by travelers seeking distinctive design, authentic local connections and elevated experiences. From iconic gateway cities to culturally rich destinations, our brands are expanding to meet this demand, delivering character-driven stays with the consistency, scale and service excellence that define Hilton.”
Portfolio growth and openings
Other openings in the luxury and lifestyle categories this year include Conrad Nagoya, offering access to key cultural and business districts, following the recent opening of Canopy by Hilton in Okinawa. In Thailand, Hilton will expand with Kahavadi Chiang Rai, Curio Collection by Hilton, and Nivata Koh Samui, Tapestry Collection by Hilton.
In China, Xi Zhe Wuxi, Curio Collection by Hilton will expand the brand’s presence, while Shanghai Parkview Hotel, Curio Collection by Hilton, will open in Pudong, drawing on local heritage and craftsmanship.
