MAYBOURNE’S BOLD VISION FOR THE FUTURE UNVEILED AT ILTM CANNES 2024
Simon Scoot, Chief Marketing Officer, and Roland Fasel, Group Chief Operating Officer, discuss Maybourne's transition from a luxury hotel group to a global lifestyle brand, blending iconic design, wellness, and community-driven experiences. |
|
MAYBOURNE’S BOLD VISION FOR THE FUTURE UNVEILED AT ILTM CANNES 2024
Simon Scoot, Chief Marketing Officer, and Roland Fasel, Group Chief Operating Officer, discuss Maybourne's transition from a luxury hotel group to a global lifestyle brand, blending iconic design, wellness, and community-driven experiences. |
Category: Worldwide - Industry economy
- Exclusive experiences
- Tourism - What's new?
Article written by Asia Abadie on 2025-01-16
 Maybourne ILTM 2024 Roland Fasel, Group Chief Operating Officer
Photo credit © Sylvie Leroy Maybourne’s new vision
At ILTM Cannes 2024, Maybourne revealed its ambitious plans to redefine itself, moving beyond its reputation as a premier hotel group to establish itself as a leading luxury lifestyle brand. Embracing the philosophy of “stories of distinction,” the brand aims to offer more than exceptional accommodations, creating a broader identity that celebrates luxury and lifestyle.
This transformation is underpinned by a striking new visual identity—a tapestry that encapsulates Maybourne’s narrative. Showcasing details from its iconic properties like Claridge’s, the Connaught, and the Berkeley, the tapestry symbolizes the brand’s legacy of creating unique and memorable experiences. Each thread tells a story, from royal connections to architectural marvels, reflecting the essence of Maybourne’s evolving journey.
Maybourne has officially transitioned from being the Maybourne Hotel Group to simply "Maybourne," a shift that represents its evolution into a consumer-facing luxury lifestyle brand. With a new identity that prioritizes individuality and distinction, the hotels are now organized as part of the Maybourne Hotel Collection, which follows a hybrid model. This approach allows the brand to balance consistency with the unique character of each property, ensuring that every experience aligns with Maybourne’s ethos of unparalleled luxury.
The upcoming property changes
Claridge’s remains a beacon of Art Deco sophistication as it prepares to celebrate a century of this iconic design style in 2025 and the one-year anniversary of the Claridge’s restaurant. Adding to its legacy, the opening of Claridge’s Bakery and the opening of the Parisian art gallery, Galerie Perrotin, in Mayfair promise to further cement its role as the cultural heart of London’s Mayfair district. Meanwhile, the Connaught, steeped in Georgian elegance, is set to unveil newly redesigned suites next spring, blending timeless charm with modern luxury to enhance its connection to the vibrant streets of Mayfair.
Not to be outdone, the Berkeley continues to elevate Knightsbridge’s reputation as a cultural hub. The arrival of La Môme London, the famed French Riviera restaurant, in January marks a significant moment for the capital’s culinary and entertainment scene. With its rooftop pool and abundance of outdoor spaces, the Berkeley offers guests unparalleled views of Belgravia and Hyde Park, embodying the cosmopolitan appeal Maybourne represents.
The opening of the Emory in London marked a significant milestone in this journey. Within just six months, this all-suite property has secured a commanding market position with the highest rates in the city, reflecting its exceptional offerings. Beyond its stunning aesthetic and impeccable hospitality, the Emory features 2,200 m² of dedicated Surenne wellness space, further enhancing its appeal. With two remarkable food and beverage outlets, the hotel exemplifies Maybourne’s commitment to creating destinations that are as immersive as they are luxurious.
Across the Atlantic, the Beverly Hills property solidifies its place within its community with seasonal redesigns and a new restaurant bar concept underway to join their rooftop restaurant, Dante.
On the French Riviera, a wellness center under the Surenne brand will debut next spring at the Maybourne Riviera, focusing on holistic health and longevity. At the heart of London’s luxury scene, the Emory has already made waves since its debut, setting new benchmarks with all-suite accommodations, personalized services, and a groundbreaking wellness focus across four floors. Moreover, the Maybourne Riviera will soon be home to two new restaurants and beach bar concepts.
Looking to the future
Maybourne’s ambitions stretch far beyond its current offerings. In Paris, the brand is working on its first branded residences, scheduled to open by 2028. This development will feature a 100-room hotel and 23 exclusive homes, creating a vibrant destination in the seventh arrondissement.
Looking ahead, Maybourne plans to expand its influence with a bold foray into residences, including the creation of five or six townhouses in key cities such as Paris. These townhouses will be integrated into an innovative club concept, offering members exclusive access and a sense of belonging to a curated lifestyle ecosystem. Slated for a spring 2025 launch, this initiative represents an entirely new direction in luxury living, blending community, personalized services, and exclusive access.
Expanding into retail is another avenue Maybourne is exploring, inspired by its celebrated in-house design team. Plans include a home collection that translates the brand’s signature luxury aesthetic into everyday living. At the same time, its Surenne wellness concept, already thriving at the Emory, will be rolled out across properties globally, offering a comprehensive approach to health, fitness, and longevity.
By crafting these bold initiatives, Maybourne is embracing a new identity as a house of distinction. Its commitment to innovation and excellence ensures that it continues to lead the luxury landscape, offering guests and clients more than just extraordinary accommodations—creating an immersive lifestyle that defines modern luxury.
 Maybourne ILTM 2024
Photo credit © Sylvie Leroy
 Maybourne ILTM 2024
Photo credit © Sylvie Leroy
 Maybourne ILTM 2024
Photo credit © Sylvie Leroy
 Maybourne ILTM 2024
Photo credit © Sylvie Leroy
|
|
