New signature initiative offers immersive cultural experiences across the brand’s luxury properties worldwide.
Singapore – 26 May 2025 – LXR Hotels & Resorts, part of Hilton’s luxury portfolio, has announced the launch of its global brand signature, Pursuit of Adventure. This new programme is designed to deepen guests’ connection to local culture and heritage through curated on-property experiences and destination excursions. The initiative is now available across LXR’s expanding global footprint, including landmark properties in Asia Pacific, the Americas, and Europe, the Middle East and Africa (EMEA).
With growing demand for experiential travel, Pursuit of Adventure responds to today’s luxury travellers who prioritise meaningful, story-worthy journeys. According to a Hilton trends report, nearly 70% of global travellers prefer active exploration during their trips, and more than three-quarters seek accommodation that offers culturally immersive experiences. LXR’s new programme brings this desire to life by celebrating each destination’s authentic character—from traditional craftmaking to nature-immersed escapades.
In the Asia Pacific region, standout experiences include traditional washi paper-making and gold-infused Kintsugi pottery restoration at ROKU KYOTO in Japan, as well as soul blessing ceremonies and aerial tours over Bali’s volcanic landscapes at Umana Bali. In the Americas, guests can connect with nature through curated yacht excursions and desert hot air balloon adventures, while EMEA highlights include cultural cooking and language classes in the Seychelles and private pontoon cruises in Paris.
The launch is accompanied by a collaboration with the National Geographic Society. As part of the programme, renowned Explorers such as Andrés Ruzo and Jenny Adler will join select events as featured speakers, sharing their expertise in science, conservation, and storytelling to inspire guests through real-world impact and adventure.Feisal Jaffer, Global Head of LXR Hotels & Resorts, remarked, “Adventure and discovery are at the heart of everything we do. Through Pursuit of Adventure, we aim to provide more than luxury—we offer connection, authenticity and a chance to engage deeply with the world.”
Source: LXR Hotels & Resorts
