Dive Brief:
- Hilton Grand Vacations opened 90 new luxury rooms at Elara, a Hilton Club on the Las Vegas Strip, the company announced Monday.
- The vacation ownership club’s expansion includes four floors of penthouses at the top of the Elara building. The Elara property has been open since 2009.
- With the expansion, Elara can now offer guests “a new level of luxury,” in CEO Mark Wang’s words, as travelers increasingly seek luxury accommodations and Vegas in particular sees a surge in travel demand.
Dive Insight:
Elara’s expansion brings the property to nearly 1,300 units, making it one of the largest timeshare resorts in the world, according to Hilton. The property was developed as a joint venture with Blackstone Real Estate.
Of the newly added units, 34 are studios, 40 are one-bedroom suites and 16 are two-bedroom suites. All units feature floor-to-ceiling windows with views of the Strip.
The property’s 15,000-square-foot lobby was also renovated as part of the expansion.
Elara is part of the Hilton Club, HGV’s luxury tier, and the property offers members an exclusive owners’ lounge and check-in area. The resort also features a 40,000-square-foot pool with 33 private cabanas, a fitness center and electric vehicle charging.
Elara’s expansion comes just days before the Formula 1 Grand Prix, scheduled to begin in Las Vegas on Nov. 16. HGV plans to host an on-track clubhouse during the event with front-row seats and food and beverages. The promotion is part of HGV Ultimate Access, a program with experiential travel offerings for members.
Experiential travel and luxury travel have both seen heightened demand in recent years.
Leisure travelers are increasingly seeking experiences, according to hotel industry leaders, and Hilton noted this itself in its 2024 trends report. HGV competitor Hyatt Vacation Club recently launched as an experience-oriented brand.
That demand for experiences is increasingly dovetailing with a desire for luxury travel, and several hotel companies are in the midst of major expansions in the segment.
Resort operators along the Las Vegas Strip expect Formula 1 to drive hotel performance this quarter, with Wynn Resorts predicting an all-time revenue high for the weekend of the race.
“We are big believers in Las Vegas, and this investment is another display of our conviction in the city,” said Matt Vizza, managing director at Blackstone Real Estate, in a statement. “These brand new luxury rooms and best-in-class amenities will be a fantastic addition to the Strip and serve as another differentiator for the property.”
Hilton Grand Vacations recently announced plans to acquire Bluegreen Vacations for $1.5 billion.
