One of Geneva’s best luxury hotels is changing the hotel group it’s affiliated with, and I can’t help but find this to be an unusual development.
In this post:
The Woodward Geneva ditches Oetker Collection for Auberge
Last year I stayed at The Woodward Geneva, an incredible boutique all-suite city hotel, with just 26 keys. The property had only opened in late 2021, belonging to Oetker Collection. This is simply a stunning city property housed in a historic building, and I don’t even want to know how much money was spent on it.
Well, I guess something wasn’t working out, because it has just been announced that this property will be changing its affiliation after just over three years in business. As of February 1, 2025, The Woodward Geneva will be leaving Oetker Collection, and will instead be joining Auberge Resorts Collection.
The hotel is owned by The Bastion Collection, a hospitality group with 10 distinct concepts, including restaurants like Le Jardinier and L’Atelier by Joel Robuchon (both of which are housed within The Woodward).
Here’s how Jamal Daniel, Owner of The Bastion Collection, describes this rebranding:
“We are thrilled to partner with Auberge Resorts Collection, whose impeccable reputation aligns seamlessly with our vision for The Woodward as a luxurious home away from home. This collaboration will further cement The Woodward as an epicenter for exceptional dining experiences, a hallmark of The Bastion Collection, and a haven for unparalleled wellness. Together, we look forward to elevating the guest experience and continuing to set new standards in hospitality.”
Meanwhile here’s what Dan Friedkin, Chairman of Auberge Resorts Collection, had to say:
“We are honored to be chosen as custodians of The Woodward, one of Europe’s finest hotels and Geneva’s quintessential luxury landmark. We are so proud to add this remarkable property to our growing European portfolio and excited to partner closely with The Bastion Collection. We look forward to growing The Woodward’s vibrant reputation as this beautiful city’s most sought-after, luxury hospitality destination.”
Why I’m surprised by this rebranding
I wasn’t expecting to see The Woodward Geneva rebranded in this way, and I’d be fascinated to know what the real motivation is.
Oetker Collection seemed like the perfect fit for The Woodward Geneva, as it’s regarded as one of the world’s best hotel groups. Some of the most iconic hotels belong to Oetker Collection, and it has a strong presence in Europe, with properties like Hotel du Cap-Eden-Roc, L’Apogée Courchevel, Le Bristol Paris, The Lanesborough London, etc.
Auberge Resorts Collection is also a well regarded resort brand. However, Auberge is heavily focused on resorts, with virtually no city hotels, and it has a heavy focus on the United States. While the brand is trying to grow in Europe, it doesn’t exactly have a huge amount of name recognition there.
I suspect that the owners of The Woodward Geneva just weren’t happy with the property’s performance. I’m not necessarily surprised the hotel has maybe been struggling:
- Geneva is a city heavily reliant on business travel, and the hotel opened in 2021, which was hardly the ideal time to open a hotel in a market like that
- Geneva has an incredible amount of competition among luxury hotels, with everything from the Four Seasons, to the Ritz-Carlton, to the Mandarin Oriental, so it can be hard for a boutique property to leave its mark
- While Geneva is a high-end market, it can be hard for many business travelers to justify staying at an all-suite property, when a room could be had for less at other luxury properties
But if the hotel wasn’t performing well, I can’t imagine that rebranding from Oetker Collection to Auberge Resorts Collection is the solution. Again, nothing against Auberge, but city hotels in Europe aren’t exactly the brand’s strong suit.
So I really do wonder how this decision was reached, as this isn’t the rebranding I would’ve expected.
Bottom line
As of February 2025, The Woodward Geneva will be rebranding. The luxury all-suite property currently belongs to Oetker Collection, but will be joining Auberge Resorts Collection. If the owners of the hotel were going to change management, that’s not the rebranding I would’ve expected, but I’m sure they have their reasons…
What do you make of The Woodward Geneva leaving Oetker Collection for Auberge Resorts Collection?
Aubergine
I fear its your last point - Geneva is a tough market with too many brands, hard to break through as small sized silent-luxury property. Would have expected Oetker gives the property a longer timeline to get established after the long renovation.
Fantastic property, far better than MO, Beau Rivage and FS closey, was planning on going back this April. Not sure now. Also a page about The Woodward without a picture of the incredible pastries at breakfast, sacrilege!.
This is obviously not a decision made by Oetker, but by the owners of the hotel.
@Tim what makes you say that? This update didn't really surprise me at all. Oetker is very focused on destinations/leisure, and Geneva is a strange location for that. It doesn't really fit in with their strategy and other hotels (even Paris). Auberge manages plenty of hotels in smaller cities, which Geneva aligns with.