Hilton Hotel Brands by Tier: Every Brand, and the Luxury Ones Worth Booking
Twenty-eight brands and 9,400 hotels, one fast-growing points currency, and a luxury tier that is smaller than Marriott's but home to some of the best redemptions in travel.
By Biirdee Travel, Luxury Travel Concierge · Updated September 27, 2026
Hilton describes itself as "a portfolio of 28 world-class brands" with more than 9,400 properties in 144 countries and territories, and Hilton Honors counts around 260 million members. Only a handful of those brands matter on a luxury trip: Waldorf Astoria, Conrad and LXR, plus NoMad in London. What makes Hilton interesting to a luxury traveler is less the size of that tier than the currency attached to it: Honors points are the easiest in the business to accumulate, and a few Hilton resorts turn them into genuinely extraordinary nights.
Below: every Hilton brand by tier, the luxury flags explained, the hotels we book, and the honest math on Hilton Honors points (worth roughly 0.4–0.5 cents each on our working valuation). For Waldorf Astoria property by property, see our Waldorf Astoria guide and the Waldorf Astoria points guide; for how Honors stacks up against Bonvoy, Hyatt, IHG and Accor, see hotel loyalty programs compared.
Hilton in Brief
- Hilton runs 28 brands across 9,400-plus properties in 144 countries and territories (mid-2026).
- The luxury tier: Waldorf Astoria (40 hotels), Conrad (51) and LXR Hotels & Resorts (17), plus NoMad, whose only open hotel is NoMad London until Singapore opens in late 2026.
- Honors points are worth ~0.4–0.5¢; Amex Membership Rewards transfers in at 1:2 and Bilt at 1:1. Standard award rooms now reach 250,000 points a night at the top resorts.
- Every fifth night is free on standard room rewards for Silver members and above, and Points & Money lets you mix points and cash on almost any booking.
- New for 2026: easier elite thresholds (Diamond at 50 nights, down from 60) and Diamond Reserve, a top tier for 80 nights plus $18,000 of annual spend that adds a confirmable suite upgrade at booking.
- Hilton for Luxury, the advisor program formerly called Impresario, adds breakfast for two, a $100 credit and an upgrade at Waldorf Astoria, Conrad, LXR, NoMad and Signia, and the stay still earns Honors points.
Every Hilton Brand, by Tier
Hilton's portfolio as of September 2026, grouped by positioning. The luxury tier is the subject of this guide.
| Tier | Brands | What it means for you |
|---|---|---|
| Luxury | Waldorf Astoria, Conrad, LXR Hotels & Resorts, NoMad | The flags explained below; all earn and redeem Honors points |
| Upper upscale | Signia by Hilton, Hilton Hotels & Resorts | Big full-service and convention hotels; Signia is Hilton's newest meetings flagship |
| Upscale and lifestyle | Curio Collection, Tapestry Collection, Canopy by Hilton, Tempo by Hilton, Graduate by Hilton, DoubleTree, Embassy Suites | Curio is where Hilton's characterful independents live; Graduate brings its college-town hotels |
| Upper midscale | Motto by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton | Dependable focused-service hotels for road trips and transit nights |
| Extended stay | Homewood Suites, Home2 Suites, LivSmart Studios | Suites and studios with kitchens |
| Newest additions | Spark by Hilton, Outset Collection, Apartment Collection | Premium-economy, a mid-priced independent collection and serviced apartments |
| Vacation | Hilton Grand Vacations | Timeshare resorts, bookable on points |
Hilton's Luxury Brands Compared
Open hotels as of June 30, 2026, from Hilton's own figures.
| Brand | Hotels | Personality | Signature addresses | Best for |
|---|---|---|---|---|
| Waldorf Astoria | 40 | Grand-hotel heritage and big-name resorts | New York (reopened 2025), Maldives Ithaafushi, Los Cabos Pedregal, Rome Cavalieri | Trophy stays on points |
| Conrad | 51 | Contemporary luxury, design-forward cities and island resorts | Maldives Rangali Island, Bora Bora Nui, Tokyo, Koh Samui, Punta de Mita | Resort redemptions and polished city stays |
| LXR Hotels & Resorts | 17 | A collection of independent luxury hotels flying their own names | ROKU KYOTO, Arizona Biltmore, Zemi Beach House, Mango House Seychelles | Character with Honors points |
| NoMad | 1 open | Sydell Group's moody, restaurant-led design hotels | NoMad London in the old Bow Street police station; Singapore late 2026 | Design and dining in London |
The Luxury Flags, One by One
Waldorf Astoria is Hilton's flagship and its most storied name: the New York original reopened in July 2025 after an eight-year restoration, and the brand has grown to 40 hotels, with Helsinki and Rabat Salé opening in 2026 and London's Admiralty Arch next. The portfolio is uneven (some addresses are simply very good city hotels), but its resorts in the Maldives, Los Cabos and Maui are among the best redemptions anywhere. Our Waldorf Astoria guide lists every property.
Conrad is Hilton's contemporary luxury brand and, at 51 hotels, its largest luxury flag. The resorts carry it: Conrad Maldives Rangali Island (home of the undersea Ithaa restaurant), Conrad Bora Bora Nui (reopened in May 2026 after a renovation), Koh Samui's hillside pool villas and Punta de Mita on Mexico's Pacific coast. In cities it is dependable and design-forward, from Tokyo's Shiodome towers to Athens, where The Ilisian opened in 2026 as Greece's first Conrad.
LXR Hotels & Resorts is Hilton's answer to The Luxury Collection: 17 independent luxury hotels that keep their own names and personalities while earning Honors points. The range is wide, from ROKU KYOTO at the foot of Takagamine's hills and the Arizona Biltmore (which moved over from Waldorf Astoria in 2024) to Zemi Beach House in Anguilla, Mango House in the Seychelles, Sandblu in Santorini and three hotels in Doha. NoMad, the design-and-dining brand Hilton took on from Sydell Group, has one open hotel, NoMad London in the old Bow Street Magistrates' Court, with Singapore opening in late 2026.
Signia by Hilton is not a luxury brand in the Waldorf sense (it is Hilton's upper-upscale meetings flagship, with six hotels open), but it sits inside Hilton for Luxury, so advisor bookings there carry the same breakfast, credit and upgrade.
Hilton Luxury Hotels We Book Most
The Waldorf Astoria, Conrad and LXR addresses clients ask for by name. Rates are typical published entry rates as of September 2026, where we quote them.
Waldorf Astoria New York
New York, United States
The Park Avenue landmark reborn in 2025: 375 rooms where 1,400 once stood, Peacock Alley restored and the Art Deco interiors intact. From about 150,000 points a night on award dates; a genuine trophy either way.
Guests praiseClean roomsFriendly serviceGreat location
from ~$1,100–1,800/night
Waldorf Astoria Maldives Ithaafushi
South Male Atoll, Maldives
9.7Exceptional · 71 guest reviewsThree islands, eleven restaurants and vast overwater villas: Hilton's headline redemption at 250,000 points for a standard room on the nights it is released, which is roughly one in nine.
from ~$2,000–3,500/night
Conrad Maldives Rangali Island
Rangali, Alifu Dhaalu Atoll, Maldives
9.5Exceptional · 104 guest reviewsTwo islands joined by a bridge in South Ari Atoll, whale-shark country, with Ithaa, the undersea restaurant, sixteen feet below the surface; around 180,000 points a night since 2025's award increases.
Guests praiseAmazing locationExcellent service
Conrad Bora Bora Nui
Bora Bora, French Polynesia
9.5Exceptional · 249 guest reviewsHillside and overwater villas on the private islet of Motu To'opua, facing the lagoon and Mount Otemanu; renovated in early 2026 and back since May. Awards range from about 120,000 to 200,000 points.
Guests praiseGreat serviceExcellent locationComfortable rooms
Waldorf Astoria Los Cabos Pedregal
Cabo San Lucas, Mexico
10.0Exceptional · 223 guest reviewsArrival by private tunnel through the headland, then cliffside rooms with plunge pools above the Pacific: Mexico's benchmark resort, and a points play in high season.
Guests praiseBeautiful propertyFriendly staffRelaxing pools
from ~$1,200/night
ROKU KYOTO, LXR Hotels & Resorts
Kyoto, Japan
9.4Excellent · 99 guest reviewsA low, garden-wrapped retreat at the foot of Takagamine in northwest Kyoto, with a spa built around natural hot-spring water: the most serene Hilton address in Japan, and a quiet alternative to the city-center hotels.
Guests praiseGreat serviceBeautiful propertyExceptional dining
Conrad Tokyo
Shiodome, Tokyo, Japan
9.4Excellent · 416 guest reviewsThe top floors of the Tokyo Shiodome Building, with Hamarikyu Gardens and the bay filling the windows and Ginza a short walk away: Hilton's most reliable luxury redemption in Tokyo.
Guests praiseExcellent serviceStylish and elegant decor
Mango House Seychelles, LXR Hotels & Resorts
Mahé, Seychelles
9.1Excellent · 401 guest reviewsA reimagined 1970s estate on Anse aux Poules Bleues in southwest Mahé: rooms and villas stepping down to the water, and a rare Honors foothold in the Seychelles.
Guests praiseBeautiful propertyGreat views
Arizona Biltmore, LXR Hotels & Resorts
Phoenix, United States
9.2Excellent · 500 guest reviewsThe 1929 Phoenix landmark influenced by Frank Lloyd Wright, with its Biltmore Block walls and eight pools: the desert grande dame moved from Waldorf Astoria to LXR in 2024.
Guests praiseGreat staff serviceBeautiful location and grounds
NoMad London
Covent Garden, London, United Kingdom
9.2Excellent · 916 guest reviewsThe old Bow Street Magistrates' Court and police station in Covent Garden, opposite the Royal Opera House: a glass-roofed atrium restaurant, the Side Hustle bar and some of London's best-designed rooms.
Guests praiseGreat locationComfortable roomsHelpful staff
More Conrad and LXR Addresses
Where the contemporary brands do their best work, in cities and on beaches.
Conrad Koh Samui
Koh Samui, Thailand
9.4Excellent · 510 guest reviewsHillside pool villas on Samui's quiet southwest coast, every one facing the sunset over the Five Islands.
Guests praiseExceptional serviceIncredible room qualityStunning views
Conrad Punta de Mita
Punta de Mita, Mexico
8.8Very good · 324 guest reviewsA beachfront resort on the Riviera Nayarit north of Puerto Vallarta, with long pools and Pacific sunsets.
Guests praiseFriendly staffGreat food qualityStunning spa
Conrad Bali
Nusa Dua, Bali, Indonesia
9.0Excellent · 2,362 guest reviewsA lagoon-pool resort on the beach at Tanjung Benoa, Nusa Dua: an easy, family-friendly Bali redemption.
Guests praiseAmazing staffBeautiful resort
Conrad Osaka
Osaka, Japan
9.4Excellent · 399 guest reviewsThe top floors of the Nakanoshima Festival Tower West, with a 40th-floor lobby looking over the city and the river.
Guests praiseAmazing check-in processIncredible views from the room
Conrad Hong Kong
Hong Kong
8.4Good · 1,079 guest reviewsFloors 40 to 61 of Pacific Place in Admiralty, with harbour and Peak views and the MTR in the building.
Guests praiseVery good and attentive staff/conciergeNice outdoor pool with cabanasLounge access and gym available
Conrad Singapore Orchard
Singapore
9.0Excellent · 479 guest reviewsThe former Regent Singapore, reflagged as a Conrad: a classic near Orchard Road with a soaring atrium lobby.
Guests praiseCleanlinessServiceLocation
Conrad New York Downtown
New York, United States
9.2Excellent · 1,087 guest reviewsAn all-suite hotel in Battery Park City, a short walk from the World Trade Center and the Hudson River Park.
Guests praiseGreat locationAttentive staffClean and updated rooms
Conrad Washington DC
Washington, DC, United States
9.4Excellent · 385 guest reviewsA glassy 2019 hotel in CityCenterDC, with Summit, its rooftop bar, looking over the city.
Guests praiseFriendly and helpful staffGreat locationClean rooms
Conrad Los Angeles
Los Angeles, United States
9.3Excellent · 379 guest reviewsFrank Gehry's The Grand LA, opposite his Walt Disney Concert Hall, opened in 2022 with José Andrés's restaurants.
Guests praiseGreat locationComfortable room
Oceana Santa Monica, LXR Hotels & Resorts
Santa Monica, United States
9.6Exceptional · 280 guest reviewsAn all-suite boutique hotel on Ocean Avenue facing Palisades Park and the Pacific.
Guests praiseExceptional serviceGreat locationFriendly staff
Crockfords Las Vegas, LXR Hotels & Resorts
Las Vegas, United States
9.2Excellent · 459 guest reviewsThe all-suite luxury tier of Resorts World on the Strip, with its own entrance, pool and butlers.
Guests praiseNo resort feeFree valet parkingStunning Strip and city views
Hilton Honors at Luxury Hotels: The Points Math
Honors points are the cheapest unit in hotel loyalty (roughly 0.4–0.5 cents each on our valuation) and the easiest to pile up: stays earn ten base points per dollar before elite bonuses, the co-branded Amex cards earn heavily, and Amex Membership Rewards transfers in at 1:2 (1,000 Amex points become 2,000 Hilton points), with Bilt at 1:1. Pricing is dynamic, and it moved sharply in 2025: the top price for a standard room reward rose from 150,000 points to 200,000 and then to 250,000. Waldorf Astoria Maldives Ithaafushi now prices at 250,000 for a standard room on the limited nights it is released, Conrad Maldives around 180,000, Conrad Bora Bora Nui between 120,000 and 200,000, and the Waldorf Astoria New York from about 150,000.
The lever that keeps Hilton competitive is the fifth night free: Silver members and above (and the no-fee Hilton Amex confers Silver) get every fifth night of a standard room reward paid fully in points free, so a five-night Maldives stay costs four nights of points. Against $2,000-plus cash rates, a 250,000-point Ithaafushi night still returns around a cent per point, double a typical Honors redemption. The same points at a $400 city Conrad return far less, and there you should pay cash, earn Honors and let an advisor booking add breakfast and a credit. Our Waldorf Astoria points guide runs the math hotel by hotel.
Hilton Honors Elite Tiers in 2026
Qualification from January 2026, when Hilton lowered the thresholds, replaced the base-points path with annual spend and added Diamond Reserve. Credit-card status paths are unchanged.
| Tier | How to qualify | What matters at luxury hotels |
|---|---|---|
| Silver | 10 nights, 4 stays or $2,500 of spend | The fifth award night free; a modest points bonus |
| Gold | 25 nights, 15 stays or $6,000 of spend (or the Amex Surpass card) | Daily food-and-beverage credit in the US (breakfast elsewhere), space-available upgrades |
| Diamond | 50 nights, 25 stays or $11,500 of spend (or the Amex Aspire card) | Executive lounge access, the daily F&B credit or breakfast, upgrades up to a one-bedroom suite when available |
| Diamond Reserve | 80 nights and $18,000 of spend in the year; not available through a credit card | A confirmable upgrade at booking (up to a one-bedroom suite, stays up to seven nights), guaranteed 4pm checkout, top upgrade priority and a 120% points bonus |
How We Book Hilton Luxury
Hilton for Luxury, the advisor program Hilton renamed from Impresario in 2024, covers Waldorf Astoria, Conrad, LXR, NoMad and Signia. Bookings through it are made at the hotel's flexible public rate and add daily breakfast for two, a US$100 hotel credit per stay, a next-category upgrade and early check-in or late checkout when available. They count as qualifying stays, so you earn Honors points on the cash spend, and US Gold and Diamond members keep their food-and-beverage credit on top of the advisor breakfast.
That is usually the right structure for a city Waldorf Astoria or Conrad. For the resorts, we run both: the redemption (with the fifth night free) against the advisor-rate cash booking with its benefits and your earn. When points win, we say so and help you book them; when they don't, you keep the balance for a trip where they will. Our best luxury hotels to book with points names the Hilton redemptions worth hunting.
Hilton Brand FAQs
How many brands does Hilton have?
Hilton describes its portfolio as 28 brands with more than 9,400 properties in 144 countries and territories (mid-2026), from Waldorf Astoria, Conrad and LXR at the top to Hampton, Tru and Spark.
What are Hilton's luxury brands?
Waldorf Astoria (40 hotels), Conrad (51) and LXR Hotels & Resorts (17), plus NoMad, which has one open hotel (NoMad London) and a second due in Singapore in late 2026. All four earn and redeem Hilton Honors points.
What is the most luxurious Hilton brand?
Waldorf Astoria, Hilton's flagship, led by the restored Waldorf Astoria New York and resorts such as Ithaafushi in the Maldives and Los Cabos Pedregal. Conrad is the contemporary alternative, and LXR collects independent luxury hotels like ROKU KYOTO and the Arizona Biltmore.
Is Conrad or Waldorf Astoria better?
Waldorf Astoria is the grander, more heritage-driven brand and usually the more expensive; Conrad is more contemporary and often the better value, especially in Asian cities. At the top end they meet: Conrad Maldives Rangali Island and Waldorf Astoria Maldives Ithaafushi are both first-rate resorts, with Ithaafushi the more lavish and Rangali the more characterful.
How much are Hilton Honors points worth?
Roughly 0.4–0.5 cents each on our working valuation. Because Hilton awards more points per dollar than most programs, that is a smaller unit rather than a worse deal; the best redemptions (Maldives and Bora Bora resorts on five-night stays) return about a cent per point.
Which credit cards transfer to Hilton Honors?
Amex Membership Rewards at 1:2 (1,000 Amex points become 2,000 Hilton points) and Bilt at 1:1. No other major US card program transfers to Hilton.
What is Hilton Honors Diamond Reserve?
A top tier introduced for 2026, above Diamond. It requires 80 nights and $18,000 of eligible spend in a calendar year and cannot be earned through a credit card. It adds a confirmable upgrade reward at booking (up to a one-bedroom suite for stays of up to seven nights), guaranteed 4pm checkout, top upgrade priority and a 120% points bonus.
Does Hilton give the fifth night free on award stays?
Yes, for Silver members and above: every fifth night of a standard room reward booked entirely with points is free. Basic members don't get it, but the no-annual-fee Hilton Amex card confers Silver.
What Biirdee Does
A concierge travel agency: paid by the hotel, never by you
Biirdee Travel books luxury hotels through preferred-partner programs: you pay the same rate as booking direct, the partner benefits attach to your reservation, and a human concierge handles the details end to end.
Tell us the trip
Destination or property, rough dates, who’s traveling. The form takes two minutes and commits you to nothing.
A concierge replies within hours
A real person checks availability, compares properties honestly, and confirms the perks your stay qualifies for: upgrades, breakfast, and credits where available.
Book at the same rate as direct
The hotel pays our commission out of the rate you’d pay anyway, so the perks cost you nothing. Before and during the trip, one concierge on WhatsApp handles requests and changes.
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Biirdee · Preferred Partner
Waldorf, Conrad or LXR: Booked Either Way
Tell us the hotel, your dates and your Honors balance. We price the redemption with the fifth night free against a Hilton for Luxury cash booking with breakfast, credit and upgrade, then book whichever wins.
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