Hilton has signed a deal to renovate the former Palazzo Versace hotel on Australia's Gold Coast, rebranding it as The Imperial Hotel under its LXR Hotels and Resorts brand. The property is scheduled to open in early 2027 with 200 luxurious rooms. This marks the debut of LXR in Australia, enhancing the region's luxury tourism offerings.
Hilton announced the signing of a major hotel property on the Gold Coast, introducing its LXR Hotels and Resorts brand to Australia for the first time. The hotel, previously known as Palazzo Versace and now renamed The Imperial Hotel, will undergo a significant renovation before opening its doors in early 2027. It will feature 200 luxurious rooms designed with a fusion of grand neoclassical architecture and Italian-inspired elements, providing guests access to the Gold Coast Broadwater and nearby attractions like Marina Mirage.
This development represents a milestone in Hilton's expansion plans in Australia, integrating the property into its global LXR network, which emphasizes tailored service and accommodations with a cultural twist. LXR currently has 36 properties either operating or under development worldwide, including locations in Beverly Hills, Paris, and Santorini. Future openings are planned in Phuket, Niseko, Da Nang, and India.
The hotel's arrival is expected to boost the Gold Coast's tourism economy by attracting high-end travelers, creating jobs, and supporting sectors like hospitality and retail. It will join other Hilton luxury and lifestyle brands in Australia, such as Curio Collection by Hilton and Tapestry Collection by Hilton, strengthening the company's presence in the market. As part of Hilton Honors, guests booking directly will benefit from flexible payments, discounted rates, free Wi-Fi, and app access.
The rebranding aims to elevate the Gold Coast as a premier luxury destination, blending local culture with global standards to meet growing demand for immersive experiences.