Hilton’s new LXR brand to arrive in London as the Millennium Mayfair rebrands
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In a surprise move, Millennium & Copthorne Hotels has announced that the Millennium Hotel in Mayfair – across the square from the old American Embassy – is to reopen as ‘The Biltmore’ under Hilton’s new LXR brand. The hotel closed last year for a full refurbishment.
No-one seems quite sure what Hilton’s LXR high-end brand is about, or how it will sit alongside Conrad and Waldorf Astoria. The only LXR hotel to date is the Habtoor Palace in Dubai (click here). This hotel was originally a St Regis branded property and was designed to those standards.
The Grosvenor Square hotel is also a luxury hotel but, again, Hilton will be inheriting a design planned by others. It is hard to see how LXR is going to carve out a brand identity when none of its properties were designed for it from scratch.
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There are various ways of earning Hilton Honors points from UK credit cards. Many cards also have generous sign-up bonuses.
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Did you know that the Virgin Atlantic credit cards are a great way of earning Hilton Honors points? Two Virgin Points can be converted into three Hilton Honors points. The Virgin Atlantic cards are the only Visa or Mastercard products in the UK which can indirectly earn Hilton Honors points. You can apply here.
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