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Waldorf Astoria’s New York City revival is just the beginning for Hilton’s planned luxe 2025

Dec. 14, 2024
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4 min read
WALDORF ASTORIA NEW YORK
Waldorf Astoria’s New York City revival is just the beginning for Hilton’s planned luxe 2025
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“Will it or won’t it reopen?” hotel cynics have been wondering about Waldorf Astoria New York for years. (Not me, of course. I’m an eternal optimist who always thought it was coming back. Cough.) But now, the Waldorf Astoria New York finally has a clear path to reopening day.

The storied, ultraluxury hotel is now taking reservations for stays in 2025 after being closed for a multiyear, more than $1 billion renovation. The reopening comes with 375 overhauled guest rooms and suites, a signature restaurant overseen by chef Michael Anthony and the return of the hotel’s famous Peacock Alley cocktail lounge.

But it’s also a major feather in the cap of Hilton and its expansion at the luxury end of the hotel food chain.

“It's been a labor of love,” Dino Michael, senior vice president and global head of Hilton’s luxury brands, said of the Waldorf renovation in an interview with TPG this month at the International Luxury Travel Market in Cannes, France. “I think when people go, they'll realize why it took so long. They'll see the detail, the silver leaf, the gold leaf, the renovated mosaics, the marble, the paintings, and they'll be like, ‘Okay, we get it now.’”

Waldorf Astoria New York. NOE & ASSOCIATES/THE BOUNDARY

But it’s more than just the Waldorf Astoria outpost in New York City that's keeping Hilton busy on the luxury front. Hilton plans to open additional Waldorf Astoria properties in Costa Rica; Osaka, Japan; and Shanghai next year. Waldorf Astoria could have as many as 50 hotels around the world in the next two to three years, Candice D’Cruz, Hilton’s vice president of luxury brands for the Asia-Pacific region, told TPG at ILTM.

Conrad is slated to add hotels in Athens and Hamburg, Germany, next year, while LXR Hotels & Resorts will expand to Casablanca, Morocco, in 2025. The expansion comes amid a flurry of acquisition and partnership deals for Hilton, including a new partnership with Small Luxury Hotels of the World and a deal to expand the NoMad brand into Hilton’s leading luxury lifestyle offering.

Waldorf Astoria New York. NOE & ASSOCIATES/THE BOUNDARY

“It’s been a long time coming,” Feisal Jaffer, global head of LXR Hotels & Resorts, said of Hilton’s broader luxury play. “I mean, this is sort of a journey that we've been on to really change the perception in luxury.”

But the growth doesn’t come easy. Hilton leadership has to woo hotel owners away from what the competition at Marriott, Hilton and IHG is offering on the brand front.

“They pitch it with all the enthusiasm in the world, and it's a beauty contest,” Michael said. “You're pitching against other brands.”

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It appears the pitch is working. At a different point of ILTM, leaders with Small Luxury Hotels of the World noted more than 80% of their properties are now participating in the new Hilton partnership; they see value in gaining more exposure and bringing in a new type of customer from the Hilton Honors orbit.

Hilton’s luxury liftoff appears to be on track to hit the stratosphere in the new year.

Related reading:

Featured image by WALDORF ASTORIA NEW YORK
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Packed with credits foodies will enjoy
  • Solid welcome bonus

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  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
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  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
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