Hilton will introduce its luxury LXR Hotels & Resorts brand to Australia with the redevelopment and repositioning of the Imperial Hotel Gold Coast, a landmark five‑star property located on the Southport Spit. The hotel, formerly known as Palazzo Versace, will undergo a significant refurbishment before reopening under the LXR brand in early 2027.
The project marks the first LXR Hotels & Resorts property in Australia and represents an expansion of Hilton’s luxury portfolio in the Asia‑Pacific region. The brand operates as a collection of distinctive independent luxury hotels, with each property designed to reflect the character and culture of its location.
Located at Main Beach on the Gold Coast, the property occupies a prominent waterfront position overlooking the Broadwater and sits close to Marina Mirage and Sea World Drive. The hotel originally opened in 2000 as Palazzo Versace and was widely recognised as the world’s first fashion‑branded hotel before being renamed the Imperial Hotel in 2023.
The redevelopment will retain much of the hotel’s distinctive architectural style, while modernising the guest experience. When it reopens as an LXR property, the hotel will feature around 200 guestrooms and suites, maintaining its neo-classical architecture and Italian‑inspired interiors while introducing contemporary luxury amenities and upgraded guest facilities.
The property has long been known for its large function and conference facilities, including a ballroom capable of hosting several hundred guests alongside meeting rooms and waterfront event spaces.
Hilton executives say the Gold Coast is a natural location for the brand’s Australian debut, combining strong tourism demand with a growing reputation for hosting international business events. The signing also reflects broader growth in Australia’s luxury hotel sector, as international operators expand their presence in response to increasing demand from high‑spending leisure travellers and corporate groups.
The future LXR property will add another high‑end venue option on the Gold Coast once it opens in 2027, particularly for small to mid‑sized conferences and incentive programmes seeking a distinctive waterfront setting.