Hilton to make East End comeback with $250m Adelaide Tower
Hilton is set to re-enter the Adelaide market with a new 251-room property in the city's East End, as the global hotel brand prepares to close the chapter on more than four decades at Victoria Square.
The announcement, made in partnership with Adelaide-based Auriga Investment Group, confirms Hilton will operate within the Arcadia mixed-use precinct at 299 Pirie Street — the former home of the Red Cross — under a franchise arrangement managed by independent hotel operator Trilogy Hotels.
The 27-storey tower, to trade as Hilton Adelaide East End, will form part of a $250 million development also encompassing 89 residential apartments. Guest accommodation will range from 31sqm standard rooms to 140sqm premium offerings, complemented by a pool and fitness centre, a recreation deck, food and beverage outlets, and just over 303sqm of dedicated meeting and events space.
Doors are expected to open in 2031.
For Hilton Australasia's director of development, Tushar Raniga, the project carries weight beyond bricks and mortar.
"This project allows us to reintroduce Hilton Hotels & Resorts as a modern, design-led flagship aligned with Adelaide's growth and evolving skyline," he told Adelaide Now. "Auriga's vision and the site's exceptional location make this an ideal opportunity to re-establish Hilton's presence in South Australia in partnership with Trilogy Hotels."
Raniga described the announcement as both a "symbolic and strategic milestone" for the brand.
The news arrives as Hilton's longstanding Victoria Square address transitions to new ownership. The property was acquired by Thai hospitality group Amora Hotels and Resorts, which is channelling $73 million into a full refurbishment ahead of rebranding it as Amora Adelaide. Hilton's management agreement at the site expires in June, drawing to a close more than 40 years of continuous operations there.
For Auriga Investment Group's Eric Luk, welcoming Hilton into the Arcadia development is a milestone tied to both civic pride and long-term ambition.
"For more than four decades, Hilton has played a defining role in Adelaide's hospitality landscape, and Auriga is honoured to be part of its rebirth," he said.
"Arcadia was conceived as a place where community, design and city life come together – a precinct that blends a new residential neighbourhood with a flagship Hilton hotel."
Luk pointed to Adelaide's cultural calendar as a key pillar of the project's rationale, saying the hotel would support a "year-round calendar of events that make Adelaide unique."
"This is a long-term investment in the city's future, and we are committed to delivering a precinct that elevates Adelaide for generations to come," he added.
Jonathan Jackson, 5th May 2026
