Maybourne plans to triple its hotel holdings in major cities

Maybourne Hotel Group, known for its iconic property Claridge’s, is on an ambitious path to nearly triple its hotel portfolio over the next decade. The group, which currently operates six luxury hotels—including four in London, one in Beverly Hills, and another on the French Riviera—has outlined plans to grow its reach into major cities across the globe. This strategic decision follows a notable surge in demand for luxury travel, especially in urban destinations that cater to affluent guests seeking high-end accommodations. The proposed expansions will include new hotels in Paris, New York, Miami, and Dubai. These locations have been chosen based on market research that highlights the increasing popularity and financial viability of luxury hotel operations in these key urban gateway cities. Maybourne’s co-chief executives, Gianluca Muzzi and Marc Socker, have emphasized their selective approach to growth, aiming to maintain the quality and reputation of their brand while meeting rising customer expectations. Moreover, about half of the planned hotels will operate under management contracts rather than direct ownership. This approach allows Maybourne to expand its presence and influence in the luxury market without bearing the full financial burden of ownership. Consequently, this strategic choice reflects a broader trend within the hospitality industry where management contracts provide increased flexibility and opportunities for growth in desirable markets. As the travel market continues to rebound, particularly in the luxury sector, Maybourne’s proactive expansion effort signifies confidence in the long-term prospects of high-end tourism. The planned portfolio growth not only enhances Maybourne’s competitive positioning in the luxury hotel space but also addresses the surging demand for refined travel experiences. Looking ahead to 2035, the group is poised to establish itself as a predominant player in the global luxury hospitality landscape.