Welcome to News, where I share updates from the world of historic hotels. From restoration announcements and reopenings to anniversaries, awards, and industry developments, this is my editorial space for keeping you informed about what’s happening in heritage hospitality.
Marriott’s reviving the Gilded Age country retreat.
St. Regis Estates is a new luxury concept announced this past week that is a deliberate embrace of heritage hospitality.
It will launch in 2027 with Southern California’s acclaimed Resort at Pelican Hill.
The Resort at Pelican Hill
The Resort at Pelican Hill has garnered impressive accolades in its 17 years of operation. Achieving and maintaining both Forbes Five-Star are AAA Five Diamond ratings since 2009.
It also can boast genuine architectural pedigree. The elegant design is inspired by 16th-century Italian Renaissance movement. Across the sprawling property one can discover classic examples of this style such as arched ceilings, symmetrical courtyards, and the signature 136-foot Coliseum Pool.
The soon to be “estate” is set on more than 500 acres and the winding olive-tree-line-paths and tranquil ocean views provide a timeless atmosphere that newer luxury developments can certainly struggle to replicate.
The Astor Tradition
John Jacob Astor IV opened The St. Regis New York in 1904. But by this time he had already spent many summers at Ferncliff, his family’s 2,800 acre Hudson Valley Estate. These stays were highly influential to Astor.
Ferncliff was more than just a house. It was a carefully cultivated world that was closely tied to the surrounding land. This was an early example of a new type of hospitality. One that merged together American technological innovation with European opulence.
George Fleck, St. Regis’s global brand leader frames it well in remarking on the new Estates concept: “For the Astors, the founding family of the St. Regis brand, the ultimate luxury was retreating from the city to their country estates, where time with loved ones could be savored with exquisite ease amid settings rich in heritage and a rare sense of belonging.”
What this means for heritage hospitality
The timing of all of this makes sense. Luxury travel is increasingly having a moment. Travelers are increasingly choosing lodging properties that are destinations in of themselves. We’ve seen other collections like Belmond and Aman find success within this niche.
But the question is, can Marriott actually deliver on this? I find it interesting how much the brand in official statements is leaning on the historical aspect of this launch, yet are starting with a property that only opened its doors in 2008.
No doubt Pelican Hill has the potential to succeed in this rebrand. Even more likely we will all continue to see further efforts by hotel brands to invest in the trend of elevating and crafting properties that are anchored in place and a sense of time.