Maybourne announces significant expansion plans

Maybourne, which operates iconic London hotels including Claridge’s and the Emory, has announced plans to triple its portfolio over the next decade.

The company’s management told the Financial Times that it plans to open a new UK site – its fifth – in Hampshire. New launches are also planned in Paris, New York, Miami and Dubai.

As well as Claridge’s and the Emory, which include the Claridge’s Spa and Surrenne, Maybourne owns the Berkeley and the Connaught. It also operates the Maybourne Beverly Hills in Los Angeles and the Maybourne Riviera in France.

The aim is to increase the Maybourne portfolio to between 15 and 17 hotels by 2035, with long-term plans including expansion into Asia.

Co-chief executives Gianluca Muzzi and Marc Socker told the FT that the first out-of-London UK site for the brand will be within a historic building in Hampshire.

“Before, [our focus] was mostly around the hotels … to preserve their identity, but what we are doing now is to establish and strengthen the presence of the management company, Maybourne itself,” Socker told the FT.

“We [will] end up being … at maybe 15, 16 or 17 hotels … mainly in urban gateway cities.”

Historical landmark hotels

The Parisian hotel will be in an historic former defence ministry building in Saint-Germain-des-Prés. It was described by Muzzi as “another historical landmark hotel, similar to the Connaught and Claridge’s.”

Maybourne’s evolving brand strategy will include the launch of a membership scheme that will grant exclusive access to hotel facilities, as well as licensing its spa and wellness brand.

Next-generation wellbeing and longevity

Maybourne is owned by Qatari royals Sheikh Hamad bin Jassim bin Jaber al-Thani and Sheikh Hamad bin Khalifa al-Thani.

It opened the Emory, its first new London property in 50 years, earlier this year. The property includes Surrenne, a next-generation wellbeing and longevity members’ club.

Heralded as ‘a new era of wellbeing’ by Maybourne, Surrenne is the group’s standalone wellbeing brand and offers a new interpretation on wellness.

Read more about Surrenne in the summer 2024 issue of European Spa.

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