Hilton isn’t building a cruise ship. But its loyalty members can soon earn and burn on one.
Several hotel companies have taken to the high seas. The Ritz-Carlton Yacht Collection is composed of three yachts, allowing its well-heeled guests the opportunity to sail in luxury while earning Bonvoy points. Four Seasons annpunced a yacht venture three years ago and is aiming to be sailing Four Seasons I by early 2026. Ultra-luxury Aman will soon set sail with its first 47-suite luxury motor yacht, Amangati, taking to the seas in 2027.
Lodging companies are getting their sea legs. Hilton now wants in on the action, but it’s not doing it so with its own label. Instead, they are dipping their toes in the water via partnership. Hilton and Explora Journeys, a cruise line that was founded in 2021 as the luxury cruise division of MSC Group, have announced a collaboration that will allow Hilton Honors members the ability to accrue and use points toward ocean-travel experiences and other adventure-driven pursuits starting in summer 2026. Hilton is calling the extension to its loyalty program Hilton Honors Adventures.
For Hilton, it is a different tack than some of its competitors, who are building and branding their own ships, but follows a trend of exploring adjacent lodging spaces to keep loyalty members engaged with optionality.
Explora Journeys currently has two ships sailing and promises a fleet of six ships by 2028.
In a press release, Hilton said that Honors members will be able to “dream, book, earn and redeem their points” aboard Explora Journeys voyages in the Mediterranean, Northern Europe and the Caribbean starting in summer 2026. Now through June 7, 2026, Hilton Honors members can participate in a limited-time preview offer created to reflect the spirit of the partnership. This includes:
100,000 Hilton Honors Bonus Points rewarded per suite.
Up to $/€400[1] Journey Experience Credits (JEC) on 16 curated Hilton x Explora Journeys itineraries, and $/€200 credit on all other Explora Journeys voyages. These credits can be redeemed for onboard experiences, including fine dining, wine tastings, Destination Experiences, spa treatments, curated shopping, and suite upgrades.
An exclusive in-suite welcome gift.
“This partnership unites two brands committed to thoughtful travel, meaningful connection and deep discovery,” said Anna Nash, president of Explora Journeys. “At Explora Journeys, we believe in giving our guests the time and space to slow down, choose intentionally, and feel truly in tune with their surroundings; this is what we call ‘The Ocean State of Mind’. Together, we’re offering Hilton Honors members a stay at sea that blends the freedom of the ocean with the warmth of genuine hospitality. Our goal is simple: to create moments that are effortless, personal, and crafted with care, always guided by our commitment to the wellbeing of our guests.”
“Explora Journeys defines the pinnacle of luxury ocean travel and unparalleled experiences,” said Chris Silcock, president, global brands and commercial services at Hilton. “This exciting new partnership creates the perfect moment to launch Hilton Honors Adventures, introducing new ways for our members to experience iconic destinations and hidden gems around the world.”
Beyond the sea, Hilton Honors Adventures will also include Hilton’s partnership with outdoor hospitality provider AutoCamp.
Cruising continues to draw heady demand from consumers. AAA projects 21.7 million Americans will go on ocean cruises in 2026, with some 20.7 million taking a cruises in 2025, a number higher han AAA originally projected for the year. AAA is forecasting that the year-over-year increase will be an 8.4% jump from 2024 to 2025 and a 4.5% bounce from 2025 to 2026.
Hotel companies are seeking out opportunities to keep their loyalty members engaged with the brand and are finding new avenues and extensions to do so. The adjacent cruise industry makes a good complement to that with Hilton partnering with a luxury line to keep up with Marriott and its Ritz-Carlton brand.
Hilton says it currently has around 235 million Hilton Honors members.
Crow Holdings and Hilton have announced a new long-term management agreement for Hilton Anatole in Dallas. The agreement coincides with a $100-million investment to renovate the hotel’s Atrium Tower guestrooms, meeting spaces, common areas and other amenities over the next several years. The property is owned by Crow Holdings and managed by Hilton.
First developed by Trammell Crow in 1979, Hilton Anatole has been a central part of Dallas’s skyline and culture for more than 40 years. The 52-acre property includes 1,610 guestrooms, two grand atriums, Asian art and sculpture from the Crow family collection, extensive meeting and event spaces, nine restaurants and bars, and the JadeWaters water park. The hotel has hosted presidents, dignitaries and millions of guests.
The renovation plan will continue through 2028. Updates to 718 guestrooms in the Tower have been completed. The next phase will include renovations to 899 guestrooms in the Atrium and 600,000 square feet of meeting and event space, along with enhanced food and dining options and other capital expenditures.
“Hilton Anatole has been a fixture of Dallas for decades, and we are honored to continue its legacy of welcoming guests from around the world,” said Ian Dilley, chief financial officer, Crow Holdings. “The Anatole has long served as a gathering place for connection, collaboration, and celebration. This next chapter will ensure the hotel remains a defining destination for Dallas for generations to come.”
The new agreement strengthens the long-standing relationship between Crow Holdings and Hilton, aligning the two companies with a shared vision to sustain Hilton Anatole as a destination for meetings, conventions and leisure travelers.
Aimbridge sues former CEO, co-founder
DALLAS – Hotel Investment Today has learned that Aimbridge Hospitality on December 5 filed a lawsuit in the Dallas County 14th District Court requesting a temporary restraining order, a temporary injunction and permanent injunction against former Aimbridge CEO, Executive Chairman and Co-Founder David Johnson for allegedly violating contractual restrictive covenant obligations.
Aimbridge told Hotel Investment Today, “Per company policy, we do not comment on active litigation.” Johnson, now co-founder and managing partner at Horizon Capital Partners in McKinney, Texas, has not yet responded to a request for comment.
In its filing, Aimbridge stated that under the most recent and operative contract, execute May 26, 2023, Aimbridge retained Johnson as a consultant for a four-year term to September 30, 2027. During this period, Aimbridge said it has paid and continues to pay Johnson millions in consulting fees, along with other considerations.
In exchange, Aimbridge said Johnson promised not to compete or solicit its customers or employees and agreed to make himself available to provide consulting service for up to 4 to 6 hours per month.
Notwithstanding his promises, Aimbridge alleged Johnson recently traveled with multiple senior executives from Dreamscape Hospitality Management to facilitate meetings with a hotel owner who is a current Aimbridge customer.
Aimbridge further stated in its lawsuit that Dreamscape, founded in 2024, quickly hired more than 20 current or former Aimbridge employees, including its president, and has become a key Aimbridge competitor.
As a result, Aimbridge alleges Johnson’s conduct was in direct and flagrant violation of the contractual obligation, and its filing motioned for expedited discovery.
This lawsuit follows a June 2024 filing by Aimbridge when they sued former COO Robert Burg and Avion Hospitality for allegedly stealing confidential data to poach hotel contracts, resulting in significant losses for Aimbridge.
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