Hilton’s Dino Michael shares insight into the group’s expanding luxury offering
Hilton’s luxury portfolio is growing at pace, with 13 openings scheduled this year alone across its premium brands, which include Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts, Conrad Hotels & Resorts, Signia by Hilton and NoMad. We sat down with the group’s senior vice-president and category head of luxury brands Dino Michael to find out more.
Q. How did 2025 perform for Hilton Luxury Brands?
Last year was really strong for us. After several openings, and as a result of the continuation of our partnership with Small Luxury Hotels of the World, we now have 600 high‑end properties across five brands with another 120 in the pipeline. So it was a phenomenal year in terms of boosting optionality for our guests. We also had 17 branded residential signings, which underscores how demand for that luxury living experience is growing. A seminal moment was the opening of Waldorf Astoria New York after an eight‑year restoration. You can see why it took so long – the level of detail and care that’s been taken with every space has been really impressive, so we’re very happy to be open again.
Q. What openings do you have coming up? We’ve got 13 luxury debuts due this year. The most anticipated opening – especially for me, as a Londoner – is Waldorf Astoria London Admiralty Arch. It’s a huge milestone for us because it’s literally at the centre of the capital – it’s a once‑in‑a‑generation chance to take over such a historic building. I’m really excited for the food and beverage offering, as we’re hosting two global chefs whose restaurants have been awarded seven Michelin stars between them: Coreus by Clare Smyth and Café Boulud by Daniel Boulud. Greece is massively popular with the UK market, and we’ve got three openings there: Sandblu Santorini under LXR Hotels & Resorts, Conrad Corfu and Conrad Athens The Ilisian. The latter is a huge reinvention of the original Hilton Athens, with glorious views of the Acropolis. NoMad Singapore, meanwhile, will be opening around September in a really dynamic building. Singapore is already such a hub for Asia, but India is one to watch – we haven’t expanded there for a while, but it’s now a focus for us. It’s got massive potential – both inbound and outbound – thanks to the growing middle class, and UK travellers are waking up to what it has to offer.
Q. What other destinations are your sights set on?
Greece has been an emerging market since the tourist board broadened into the luxury sector six or seven years ago, so that will remain a strategic target. Malaysia is becoming a real hotspot. I went there for my honeymoon in 2000, when it was still quite niche, but with the success of places such as Thailand and Singapore, the country is really coming into its own, with Waldorf Astoria and Conrad properties debuting in Kuala Lumpur this year. We’re also always thinking about how we can take luxury travel beyond the traditional stay, while maintaining the level of service and sense of place that define our brands. The Waldorf Astoria Nile River Experience, coming this year, is a prime example – with 29 suites, it’s an intimate way of seeing Egypt, with signature features such as the Peacock Alley lounge.
Q. What’s been the biggest change you’ve witnessed in the luxury hospitality sector during your career?
The experiential trend has been going for a while, but I think we’re seeing it become baked into clients’ expectations, overtaking the material side of travel. With the rise of AI, you hear of travellers using it to plan experiences, but our luxury guests don’t want that because they want to avoid what everyone else does – they want the personal touch. For example, our WaldorfAstoria concierge team are like sommeliers – they provide genuinely personal experiences that beat the queues and teach guests something. I think the purpose‑led, emotionally resonant trips are going to continue to grow, involving things that lean into local culture. There’s also been a renewed interest in slower journeys – when you’re not on a packed, forced agenda, you can really take your time and relax.
Q. How important is the UK travel trade to Hilton Luxury Brands?
London is one of the world’s most connected cities and UK travellers have always been open to long‑haul travel, so working with the trade here is fundamental. We ensure agents and operators are front and centre when we’re thinking about high‑ net‑worth itineraries because we do have such long‑standing partnerships. We offer everything from virtual education and fam trips to engagement with key agency forums and connections with property experts to get that tailoring right.
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