Dive Brief:
- Marriott International unveiled an extension of its luxury St. Regis Hotels & Resorts brand focused on “legacy-rich, leisure-led estates,” the company announced Wednesday.
- St. Regis Estates will be reserved for “rarified hotels defined by significant history, expansive grounds, and extraordinary amenities,” the company said in a release. The brand extension will launch with The Resort at Pelican Hill, A St. Regis Estate in Newport Beach, California, in 2027.
- The brand extension comes as luxury travelers — who are thriving compared to their lower-earning counterparts — increasingly desire “privacy, authenticity, and a deeper emotional connection to place,” Marriott said in the release.
Dive Insight:
St. Regis Estates was designed to cater to today’s luxury traveler, who seeks “destinations shaped by character, setting, and heritage rather than spectacle or trend,” according to Marriott.
The brand extension was inspired by the Astors, the founding family of the St. Regis brand, whose “ultimate luxury was retreating from the city to their country estates,” George Fleck, senior vice president and global grand leader for St. Regis Hotels & Resorts, said in the release.
“With St. Regis Estates, we honor that legacy by celebrating each estate’s origins and creating escapes that bring people together to embrace beauty, connection, and the simple pleasure of slowing down,” Fleck said. “Each estate is chosen for its narrative power, architectural character, and expansive, cinematic setting, offering a more enchanted and deeply residential resort experience.”
St. Regis Estates, The Resort at Pelican Hill will undergo a repositioning that revamps its 36-hole golf courses, upgrades the interiors of all of its bungalows and villas and adds new culinary experiences and venues, including the Bella Vista Pool Caffè and Social Club, according to Marriott. Meanwhile, inspired by the King Cole Bar at St. Regis New York, the newly upgraded Pelican Hill bar will feature a commissioned mural reflecting the estate’s unique destination. The property will also see enhancements to its Villa Clubhouse and Coliseum pool.
“This next chapter celebrates the resort’s ethos as a true sanctuary — a place where guests can experience the rhythm of Southern California through art, nature, and gastronomy, elevated by the craftsmanship and service synonymous with St. Regis,” General Manager Kevin Kelly said in the release.
The St. Regis Estates debut comes after Marriott CEO Anthony Capuano said last month that the company will lean on luxury amid travelers’ continued appetite for the segment. Marriott was among several hotel companies to report solid luxury performance in the third quarter of 2025 against a background of growing wealth bifurcation in the hotel industry.
