It seems like every hotel wants to be different this week — and by that, I mean an entirely different brand.
Over the last few days, we’ve seen a handful of beloved hotels change flags, and now we know of another: The iconic Arizona Biltmore has removed its Waldorf Astoria flag and quietly converted to Hilton’s LXR brand.
Recently, rumors were swirling that a shake-up was coming to the Arizona Biltmore, including the idea that the property might be leaving Hilton for good.
Now, the hotel — which dates back to 1929 — has swapped its branding online, confirming the change, though Hilton has yet to release an official statement.
For Hilton loyalists with a soft spot for Arizona sunshine, this conversion is good news, as the resort will stay part of the Hilton Honors family. This is in contrast to what recently happened with the Conrad New York Midtown, which left Hilton in favor of Marriott and rebranded as The Luxury Collection Hotel Manhattan Midtown.
There’s much to speculate about in terms of why this iconic Arizona hotel shifted brands. One major reason might be that the LXR brand values the independent nature of certain hotels and gives properties more freedom and flexibility to create property-specific experiences than a brand like Waldorf Astoria, which has more structured, even rigid, brand standards.
Hilton itself defines LXR as “a hand-picked collection of independent and spirited luxury properties” where “each member of the collection features its own enchanting pedigree, story and character that is steeped in the originality of its locale.” And it’s safe to say that the Arizona Biltmore, with its years of history, Frank Lloyd Wright-inspired design and Arizona-centric ethos, easily fits right into that collection.
On the opposite end of the reflagging spectrum, other major brand changes saw two independent properties, The Resort at Pelican Hill in California and Turtle Bay Resort in Hawaii, sign with Marriott, likely for access to its massive loyalty program, Marriott Bonvoy, and the name recognition of their new brands, St. Regis and Ritz-Carlton, respectively.
TPG reached out to the Arizona Biltmore for comment but did not hear back before the time of publication.
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