Marriott believes it can squeeze more growth from its 117-year-old St. Regis brand through a brand extension that adds properties with large acreages and notable histories.
The hotel giant unveiled Wednesday at ILTM Cannes St. Regis Estates, a new extension of the St. Regis hotel and resorts brand centered on “heritage-rich,” “estate-style” properties.
The first project under the label is a planned conversion of The Resort at Pelican Hill, a coastal property in Newport Beach, California, that’s set to open in 2027.
The move represents Marriott’s latest attempt to expand its luxury footprint without the cost and complexity of building a new brand from scratch. The company now has more than 550 luxury hotels and is adding sub-brands under its most established names, including the Ritz-Carlton Yacht Collection and Ritz-Carlton Reserve.
Luxury Estates
“When you use the word estate, what comes to mind?” said Tina Edmundson, president of lu
