Conrad Hotels & Resorts has unveiled a new global initiative designed to meet growing demand for curated, experiential travel, launching a programme called ‘“’Conrad 1/3/5’”’. The concept offers itineraries tailored to guests’ available time – lasting one, three or five hours – enabling travellers to explore local culture in meaningful ways without leaving their hotel experience behind.
The programme is being rolled out across Conrad’s nearly 50 global properties, with each location creating bespoke activities relevant to its cultural context. From artisan workshops in Morocco to high tea with a conservationist in India, the offerings aim to tap into the appetite among luxury travellers for more purposeful and story-driven experiences.
According to Hilton’s latest travel trends report, 67% of travellers prefer to have a daily agenda, and nearly 20% actively seek out culinary adventures or outdoor experiences. Hilton is betting on these numbers with the introduction of time-conscious itineraries that are bookable through the Conrad Concierge service.
“At Conrad Hotels & Resorts, we believe that luxury travel is about how you experience a destination throughout your stay,” said Dino Michael, SVP & global head, Hilton Luxury Brands. “With the launch of Conrad 1/3/5, we’re empowering our guests to discover new perspectives through curated, time-tailored experiences that go beyond the expected. Whether guests want to enjoy a quick tour or embark on a full afternoon of local discovery, this program reflects our commitment to offering meaningful, memorable experiences that connect them more deeply to the world around them.”
In Europe, the Middle East and Africa (EMEA), guests at Conrad Algarve can tour the ArtCatto Gallery in Loulé, or take part in traditional clam picking and oyster tasting in Ria Formosa. Meanwhile, Conrad Dublin offers a full-day Wicklow exploration via Land Rover followed by a helicopter ride over the Cliffs of Moher, and Conrad Rabat Arzanafeatures a hands-on Moroccan pottery workshop.
Asia-Pacific properties also offer notable options. At Conrad Tokyo, guests can experience a masterclass in Japanese swordsmithing. Conrad Bengaluru pairs a pottery session with a honey tasting hosted by local conservationist Apoorva BV, known as ‘“’The Beeman of India’. For a one-hour cultural immersion, guests at Conrad Maldives Rangali Islandcan dine at Ithaa, the world’s first undersea restaurant.
Across the Americas, experiences include a rooftop cocktail hour at Conrad New York Downtown and spirits tasting at Conrad Punta de Mita, where guests learn the history of traditional Mexican drinks like Sotol and Raicilla.
The brand hopes the programme will help strengthen guest engagement while reinforcing Conrad’s positioning in the luxury segment. By offering a structured yet flexible approach to local discovery, Hilton is attempting to carve out a space in the high-end market that increasingly favours narrative-driven travel.
