HotelsRoku Kyoto is the latest of Hilton's independent hotels collection serving up luxury intertwined with meaningful hospitality.

LXR Hotels & Resorts introduces luxury with intent in Japan

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Nils-Arne Schroeder, Vice President, Luxury & Lifestyle, Asia Pacific, Hilton shared that returning guests desire high-touch points typical of luxury hospitality.
Nils-Arne Schroeder, Vice President, Luxury & Lifestyle, Asia Pacific, Hilton shared that returning guests desire high-touch points typical of luxury hospitality.

The opening of Roku Kyoto marks the debut of Hilton's LXR Hotels & Resorts collection in Asia Pacific, and its ninth property globally serving up boutique luxury and immersive local touches.

For the LXR brand, we want to look for unique locations with the right partnerships and we have discussions underway for the next LXR hotel, which we will announce in due time.– Nils-Arne Schroeder, VP, Luxury & Lifestyle, Asia Pacific, Hilton

The 114-room property was built in collaboration with partners Tokyu Resorts & Stays Co. Ltd and Tokyu Land Corporation — also the latter company's second collaboration following the successful launch of Kyukaruizawa Kikyo, Curio Collection by Hilton in 2018.

Located within the 115,700sqm Shozan Resort Tokyo, Roku Kyoto was built on the same grounds housing the Rinpa school of Japanese painting, founded 400 years ago by Hon’ami Koetsu, an influential artist of the 17th century. The property embodies this artisanal spirit of nurturing craftsmen over generations, and continues its traditions with hotel guests, who are able to learn from local artists.

Roku Kyoto is located in an enclave featuring gardens and authentic tea houses, and is within walking distance to several historic temples.
Roku Kyoto is located in an enclave featuring gardens and authentic tea houses, and is within walking distance to several historic temples.

This location represents the symbolic purpose of the LXR brand, created by Hilton to provide another facet of luxury hospitality. It targets independent and discerning travellers who look for meaningful experiences and connections in the destinations they visit.

Rather than the opulent trappings of luxury, LXR aims to share local stories and visions with guests who want to discover more beyond the beauty and glamour of destinations.

“With LXR, we are catering to the needs of guests who want to immerse themselves in local cultures. And there is no better place than Asia Pacific to launch a collection of independent hotels with unique identities. When you consider destinations such as Kyoto, which is so rich in culture and tradition, a Conrad or a Waldorf brand would not have worked, but it is a perfect fit for LXR’s positioning on unique experiences that represent the local traditions of its location,” said Nils-Arne Schroeder, Vice President, Luxury & Lifestyle, Asia Pacific, Hilton.

The addition of the LXR brand into Hilton’s luxury portfolio has stirred up the pot and introduced a distinctive flavour into the mix. Schroeder shared that Waldorf Astoria is predominantly about unforgettable stays in iconic hotels with unparalleled service and culinary highlights; while Conrad offers art and technology for modern travellers. Therefore, Hilton guests who are looking for novel experiences will want to be in a LXR property that benefits from the quality assurance of the brand, yet provides the unique and customised characteristics of an independent hotel.

The King Deluxe room overlooks expansive views of the Takagamine mountains in northern Kyoto.
The King Deluxe room overlooks expansive views of the Takagamine mountains in northern Kyoto.

From post-pandemic to the golden era of travel

“The purpose of travel is something that is being questioned by many travellers, especially the younger generations. Even before the pandemic changed the way people view travel, Hilton has already been focusing on travel with a purpose for over a decade. We have committed to doubling our investment in social impact and cutting our environmental impact by half by 2030. That was a commitment we made three years ago, and we are guided by our founding purpose of building a better place to travel,” said Schroeder.

With sustainability and community engagement gaining even more importance with travellers, Hilton’s eco-agenda is sharpened further by the LXR brand, which will see further expansion in Asia Pacific’s culture-rich destinations. Similarly, the Waldorf Astoria and Conrad brands are making strong inroads into the region.

“For the LXR brand, we want to look for unique locations with the right partnerships and we have discussions underway for the next LXR hotel, which we will announce in due time. Ultimately, Asia Pacific is really the home ground of luxury, and I feel there's at least 10 destinations where I could see a LXR brand being launched,” shared Schroeder.

With the reopening of borders, guests will return and they will be looking for luxury experiences that are purposeful and have an impact on the environment. “Our CEO called it the golden era of travel, and it is very apt. We could not see it six months ago, but we can now see that people have a strong desire to travel. And they will want to make the right choices to pamper themselves meaningfully,” he added.



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