LXR Hotels & Resorts has announced the launch of the Pursuit of Adventure program, a brand-wide initiative celebrating the timeless pursuit of personal exploration. This signature program offers guests immersive on-property experiences and exclusive destination excursions, each crafted to highlight the unique culture and character of its location.
This initiative is perfectly timed as today’s luxury travellers are increasingly seeking meaningful, one-of-a-kind experiences that go beyond traditional amenities. According to Hilton’s recent trends report, nearly 70% of global travellers enjoy being active on their trips, and over three-quarters prioritise accommodations offering diverse, immersive experiences. Adventure is no longer just an activity—it’s a mindset that defines how travellers engage with the world; whether exploring natural landscapes, delving into local cultures, or discovering hidden gems.
“Adventure and discovery are at the heart of everything we do at LXR,” said Feisal Jaffer, global head, LXR Hotels & Resorts. “Our Pursuit of Adventure program celebrates the vibrant personalities and cultural richness that make each destination and property truly extraordinary. By curating story-worthy moments and guiding guests off the beaten path, we uncover the human side of hidden gems, offering a deeper connection to the people and places that surround them. We’re proud to celebrate the launch of this program by highlighting our philanthropic support of the National Geographic Society and its global community of Explorers – scientists, educators and storytellers working to illuminate and protect the wonder of our world. In honor of our shared commitment to advancing knowledge and conservation around the world, National Geographic Explorers Andrés Ruzo and Jenny Adler will join select program launch events as featured speakers, sharing learnings from their unique adventures, experiences and impact work.”
