In a landmark development for Australia’s luxury hospitality sector, Hilton has announced that its prestigious LXR Hotels & Resorts brand will debut in the country on the Gold Coast. The iconic property at Southport Spit, formerly known as Palazzo Versace and currently operating as The Imperial Hotel Gold Coast, will undergo an extensive renovation before relaunching as an LXR hotel in early 2027. The transformation is expected to significantly enhance the Gold Coast’s standing as a world-class luxury destination and strengthen Queensland’s tourism economy.
Landmark Transformation at Southport Spit of Hilton
The reimagined property will feature 200 luxury rooms designed to blend grand neoclassical architecture with elegant Italian-inspired interiors. Positioned with direct access to the Gold Coast Broadwater, the hotel offers a prime waterfront location that appeals to both domestic and international travelers.
Strategically located near Marina Mirage, the property will cater to leisure travelers seeking high-end accommodation in one of Australia’s most popular coastal cities. The extensive refurbishment aims to preserve the building’s iconic charm while introducing contemporary luxury standards aligned with the LXR brand.
First LXR Property in Australia
LXR Hotels & Resorts is globally recognized for its bespoke service model and its emphasis on celebrating local culture and heritage. Each property under the brand is independently distinctive, offering guests immersive experiences rooted in the destination’s identity.
The Gold Coast hotel will follow this philosophy, combining refined luxury with authentic local touches. This marks LXR’s first entry into the Australian market, underscoring Hilton’s commitment to expanding its high-end portfolio in the Asia-Pacific region.
Hilton’s broader luxury expansion strategy also includes brands such as Curio Collection by Hilton and Tapestry Collection by Hilton, reflecting the growing global demand for experiential and premium travel.
Boost for Gold Coast Tourism
The Gold Coast has long been one of Australia’s most visited destinations, known for its beaches, entertainment, and family-friendly attractions. However, industry experts note an increasing demand for diversified accommodation options, particularly within the luxury segment.
Tourism data indicates that approximately 13 million visitors traveled to the Gold Coast in 2024, with international arrivals contributing significantly to overall growth. The introduction of LXR Hotels & Resorts is expected to attract high-spending travelers seeking exclusive, personalized experiences.
The city’s strategic location, strong transport infrastructure, and proximity to Brisbane International Airport further enhance its appeal to global markets.
Economic and Strategic Impact
Tourism analysts believe the LXR debut will provide a meaningful boost to the regional economy. Beyond direct employment opportunities within the hotel, high-value visitors are likely to increase spending across retail, dining, entertainment, and local attractions. Luxury tourists typically generate greater per-capita expenditure and longer stays, strengthening the overall economic impact.
The development aligns with Queensland’s broader tourism growth strategy, which prioritizes infrastructure investment and the expansion of premium accommodation. With the state preparing to host major global events such as the 2032 Brisbane Olympics, the addition of internationally branded luxury properties enhances its capacity to welcome elite travelers and host high-profile events.
A Strategic Step for the Future
The relaunch of the Southport Spit property as an LXR hotel represents more than a rebrand; it signals a strategic shift to position the Gold Coast as a leading destination for affluent global travelers.
By combining exclusive experiences, elevated design, and culturally inspired hospitality, the new LXR Hotels & Resorts Gold Coast is poised to become a cornerstone of Queensland’s luxury tourism landscape. As the region continues to evolve into a sophisticated global hub, this development reflects growing investor confidence and sets the stage for a dynamic future in Australian tourism.
