CONRAD IS HILTON AFTER IT PUTS ON SOMETHING NICE

Conrad is where Hilton starts getting serious about modern luxury. The brand gives Hilton loyalists a way to use that familiar ecosystem without settling for a traditional Hilton experience, with properties in destinations like New York, Washington D.C., Los Angeles, Dubai, Singapore, Tokyo, Bali and the Maldives.

What we like about Conrad is that it usually feels luxurious without becoming stiff. Good design, serious restaurants, beautiful pools, spas and rooms that actually feel like an upgrade. And then you get properties like Conrad Maldives Rangali Island that remind you this brand can absolutely show its ass when given the right location.

But Conrad has an identity problem. Ask ten travelers what a W, Ritz-Carlton or Four Seasons is and they probably have an answer. Conrad still doesn't have that kind of personality. Some properties are spectacular; others can feel like a very expensive Hilton with better furniture. At these rates, we're checking the individual hotel before getting excited about the name. Still, for travelers with Hilton Honors points or status, Conrad can be one hell of an upgrade. And when the property itself is special, the brand deserves to be in this conversation.