MANDARIN ORIENTAL UNVEILS STRATEGIC EXPANSION AND VISION
During ILTM Cannes, last December, Mandarin Oriental Hotel Group unveiled several developments across its global portfolio. |
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MANDARIN ORIENTAL UNVEILS STRATEGIC EXPANSION AND VISION
During ILTM Cannes, last December, Mandarin Oriental Hotel Group unveiled several developments across its global portfolio. |
Catégorie : Monde - Économie du secteur
- Expériences exclusives
- Projets hôteliers - Quoi de neuf ?
Article rédigé par Asia Abadie le 09-01-2025
 Alex Schellenberger, Global Senior Vice President Brand, Mandarin Oriental
Crédit photo © Sylvie Leroy
Refined Vision: Fans of the Exceptional
Building on its philosophy of creating “a world of fans,” Mandarin Oriental has introduced an evolved vision: Fans of the Exceptional. This new direction emphasizes the brand's mission to deliver extraordinary experiences every day and everywhere. The goal is not just to satisfy but to transform moments, making every interaction with the brand exceptional for guests, employees, and partners.
“Our 14,000 employees worldwide work every day to turn guests into lifelong fans,” stated Alex Schellenberger, Global Senior Vice President Brand, Mandarin Oriental at the press conference. This focus on crafting unique and memorable experiences underscores the group’s ongoing efforts to innovate while staying true to its core values.
Heritage and Milestones
Founded in 1974, Mandarin Oriental has built a legacy of iconic properties and unparalleled service. This legacy began with its properties in Hong Kong and Bangkok, each a testament to the brand’s pioneering spirit. Mandarin Oriental Hong Kong, which opened in 1963, quickly earned global recognition, while its sister property in Bangkok, opening in 1876, remains a beacon of Thai hospitality.
The group’s commitment to honouring its heritage is evident in plans to celebrate Mandarin Oriental Bangkok’s 150th anniversary in 2026. The milestone will be marked with a series of events reflecting the brand’s rich history and future aspirations.
Ambitious Growth Strategy
Mandarin Oriental currently operates 41 hotels worldwide, and its growth pipeline includes 27 additional properties slated to open in the coming years. The group aims to double its portfolio to 100 hotels within this decade, reflecting a commitment to strategic global expansion.
Key upcoming properties include:
- Dubai Downtown: Opening in April 2025, this tower will feature modern amenities and a prime location near City Walk.
- Mallorca, Spain: Set to reopen in summer 2025 as Mallorca Oriental, this reimagined property will blend luxury with Mediterranean charm.
- Vienna, Austria: A stunning transformation of a historic courthouse near St. Stephen’s Cathedral, opening in late 2025.
- Madrid Residences: Launching in late 2025, this property will complement the group’s flagship hotel in Madrid, located near the iconic Prado Museum.
Further expansions are planned in Bali, Porto Cervo in Italy, and Mexico, with Mandarin Oriental’s first mountain resort in Cortina, Italy, among the highlights of its 2027 pipeline.
Mandarin Oriental Exceptional Homes
A major announcement during the conference was the acquisition of Mandarin Exclusive Homes, now fully integrated into the Mandarin Oriental portfolio and rebranded as Mandarin Oriental Exceptional Homes. This curated collection of 25 high-end properties offers exclusive stays for affluent travellers seeking privacy and bespoke luxury experiences.
These properties offer unique services, such as Michelin-starred chefs and Mandarin Oriental-trained spa therapists available for private bookings, seamlessly blending the brand’s renowned hospitality into a home setting.
This strategic addition aligns with Mandarin Oriental’s goal of providing “exceptional every day, everywhere,” allowing guests to enjoy legendary service even beyond the walls of its hotels.
Attracting a New Generation of Travellers
Mandarin Oriental is also focusing on attracting younger, affluent travellers. This demographic, dubbed “Trust Fund Young Gen”, is expected to benefit from a significant wealth transfer in the coming decade. To capture this audience, the brand is emphasizing "money-can’t-buy" experiences, such as exclusive art tours and private cultural events, which resonate deeply with this group’s preferences.
Star Power: Expanding the Fan Campaign
Marking its 25th anniversary, the Mandarin Oriental Fan Campaign continues to connect the brand with a global audience through celebrity ambassadors. These ambassadors, who genuinely admire the brand, partner with Mandarin Oriental in exchange for charitable donations to causes of their choice.
The newest additions to this roster include Charlotte Evita, the world’s top-ranked DJ known for her distinctive techno style, and Yu Zhao Wang, a Grammy-winning classical pianist. Their involvement reflects the campaign’s diversity and the brand’s ability to resonate across cultures and generations.
Looking Ahead
Mandarin Oriental’s commitment to growth extends beyond increasing its footprint. By integrating exclusive homes, enhancing its guest experiences, and embracing a younger demographic, the group is setting a new benchmark for luxury hospitality.
From its historic roots to its ambitious future, Mandarin Oriental continues to evolve while staying true to its mission of exceptional service. With an expanded global portfolio and renewed focus on innovation, the brand remains at the forefront of the luxury travel industry.
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Crédit photo © Sylvie Leroy
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