The article says "10x luminosity", and here's what seems to be the explanation.

https://en.wikipedia.org/wiki/High_Luminosity_Large_Hadron_C...

That's the wiki article for the new one. Says "Increasing LHC luminosity involves reduction of the beam size at the collision point, and either the reduction of bunch length and spacing, or significant increase in bunch length and population."

The linked article says the new one will have "between 140 and 200 proton–proton collisions in every bunch crossing, compared to around 60 during the last LHC run." So the "10x luminosity" seems to be composed of ~3x more protons at a time along with presumably a ~3x tighter focused beam.