If there’s one thing Marriott Bonvoy members have made clear, it’s that Marriott doesn’t have enough hotel brands, and us consumers want more. Fortunately Marriott always listens to its Bonvoy members, so there’s some great news!
In this post:
St. Regis launches new St. Regis Estates concept
St. Regis Hotels & Resorts has today unveiled St. Regis Estates, described as “an ultra-exclusive brand expression reserved for legacy-rich, leisure-led estates – rarified hotels defined by significant history, expansive grounds, and extraordinary amenities.” Oy. Here’s how the concept is described, in more detail:
Born from a rising desire for privacy, authenticity, and a deeper emotional connection to place, St. Regis Estates brings the House of Astor’s tradition of grand estate living into the modern era. Just as generations of Astors cultivated extraordinary homes both within the city and across the countryside, their retreat estates offered another expression of their lifestyle – places where natural beauty, refined simplicity, and cultural connection created space for meaningful celebration. St. Regis Estates continues that legacy for today’s luxury traveler, introducing destinations shaped by character, setting, and heritage rather than spectacle or trend.
Each Estate is selected for its historical resonance and extraordinary natural surroundings, then thoughtfully reinterpreted through the St. Regis lens. This approach creates a residential sense of intimacy paired with architectural grandeur; cultural and culinary experiences that draw directly from the land and local stories; rare, estate-only moments curated for long, leisurely stays; and service that reflects the Astor family’s signature balance of warmth, discretion, and finesse. The expression champions properties whose heritage has shaped their identity over generations, honoring the vision of founders and longtime stewards while elevating their legacy with the brand’s contemporary perspective.
I’m not sure if Marriott has reassigned EDITION’s marketing team to St. Regis, or what exactly is going on here. Here’s how George Fleck, SVP & Global Brand Leader for St. Regis, describes this:
“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.That ideal profoundly resonates with today’s luxury traveler. 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. Each estate is chosen for its narrative power, architectural character, and expansive, cinematic setting, offering a more enchanted and deeply residential resort experience.”
The Resort at Pelican Hill, in Newport Beach, will be the first St. Regis Estate property in 2027. The property joined Marriott Bonvoy in 2024, and is undergoing a full renovation, before taking on the St. Regis Estates branding.
My take on the St. Regis Estates “brand expression”
Obviously the debut of the St. Regis Estates concept comes with a lot of buzzwords, but I’m not actually sure what substance there is to this.
Is this actually a fully separate brand from St. Regis, like Ritz-Carlton Reserve vs. Ritz-Carlton? If so, can you blame me for wondering if this is a new way to avoid having to honor typical Bonvoy elite perks at these select St. Regis properties?
I don’t really have a strong opinion on the St. Regis Estates concept, other than to say that there’s a certain irony to Marriott having such lax brand standards, and then constantly creating new brands. Like, standards for the St. Regis brand aren’t nearly as high as they used to be, but now Marriott is creating a new subset of them, which are somehow better? If you’re the owner of an existing St. Regis, wouldn’t you be sad to be “downgraded,” and have a new tier created above you?
I’m just puzzled by everything. The idea is that the St. Regis Estates brand will usher in “privacy, authenticity, and a deeper emotional connection to place,” and… the first property is a 200+ room hotel in Newport Beach?
Bottom line
St. Regis is launching the new St. Regis Estates “brand expression.” There are a lot of buzzwords used to describe what these properties will be like, but I don’t actually see much substance. The first St. Regis Estates property will be the Resort at Pelican Hill, which is undergoing a full renovation, before being rebranded.
Folks, I’m not sure smart enough and don’t get paid enough to make sense of Marriott’s branding choices, so I’ll leave it to y’all to decide what the intent here is.
What do you make of the St. Regis Estates concept, and what do you think the intent here is?
Here is the lifecycle of a luxury brand these days (not just hotel, but fashion, etc):
1. Create a new brand. Initially keep it selective and high quality (pelican Bay is gorgeous), sacrificing profits to providing a good experience, until people associate this brand with quality and luxury.
2. Sell other property owners to convert by explaining that they can get a higher room rate because of the aura of the luxury brand.
Here is the lifecycle of a luxury brand these days (not just hotel, but fashion, etc):
1. Create a new brand. Initially keep it selective and high quality (pelican Bay is gorgeous), sacrificing profits to providing a good experience, until people associate this brand with quality and luxury.
2. Sell other property owners to convert by explaining that they can get a higher room rate because of the aura of the luxury brand.
3. Massively expand and dilute the brand with tons of properties that don't deserve it, make the requirements and brand standards "optional" in exchange for a higher franchise fee, etc., hoping that customers still have memories of the original brand quality and therefore are still willing to pay higher prices (for now).
4. Once the brand is thoroughly trashed and all monetary value has been fully extracted by both Marriott and the property owners, create a new brand. Rinse and repeat.
And for those who disagree that this is too cynical a take, I ask: do you remember when Sheraton used to be a luxury property?
This is why Ritz-Carlton Reserve exists. While some genuinely luxurious Ritz-Carlton properties remain, the consistent experience and overall standard that one once expected from a Ritz-Carlton is now typically found only at a Ritz-Carlton Reserve. Ritz-Carlton and now St. Regis has expanded into so many markets that can't support a truly luxury hotel. Moreover, has anyone seen the current room decor at newly built or newly renovated Ritz-Carlton and St. Regis properties? They look like...
This is why Ritz-Carlton Reserve exists. While some genuinely luxurious Ritz-Carlton properties remain, the consistent experience and overall standard that one once expected from a Ritz-Carlton is now typically found only at a Ritz-Carlton Reserve. Ritz-Carlton and now St. Regis has expanded into so many markets that can't support a truly luxury hotel. Moreover, has anyone seen the current room decor at newly built or newly renovated Ritz-Carlton and St. Regis properties? They look like a nice Marriott or Westin.
One is confident that there are very few who post herein, who are capable of defining a “Luxury Brand” …. :-)
Sounds and feels like an elite (ultra rich money) gated community that Marriott wants a piece of.
I would surely hope the rooms are better than that photo.
I’m not impressed
In order to allow you to deeper emotional connection to place, we will charge you a nightly 129.98 resort fee + a compulsory valet parking fee in the amount of 79.98
Upside COULD (yeah full caps) be that existing St. Regis up their game in order to rebrand into this “expression”. I feel currently they don’t have any motivation to provide a luxurious hospitality.
The average St. Regis is currently better than the average Ritz-Carlton. Ritz-Carlton today is basically what you used to get with a J.W. Marriott.
Be all this as it may, we do sometimes forget that Marriott is a business and will operate as such. They may have some snobby buggers that think they are important, but the reality is these people are totally inconsequential. Constant moaning and bit hung about points, an upgraded room, well I say YAHDAHYADAHYAHDAH. The shareholders are the ones who matter. Come the 5 year growth of Marriott compared to another other American publicly traded...
Be all this as it may, we do sometimes forget that Marriott is a business and will operate as such. They may have some snobby buggers that think they are important, but the reality is these people are totally inconsequential. Constant moaning and bit hung about points, an upgraded room, well I say YAHDAHYADAHYAHDAH. The shareholders are the ones who matter. Come the 5 year growth of Marriott compared to another other American publicly traded hotel corporation - guess who comes out on top? I am sick of hearing the complaining.
Doesn't feel all that different.
Wonder if this is the precursor to them selling St Regis Estates branded residences though...
Sounds like they hired DL people to write the most premium piece of fluff.
‘Let them eat Biscoff.’
1990,
Infactual. Air Canada also serves Biscoff.
‘Let them eat Biscoff,’ too.
The number of eclectic brands is just a consequence of how the industry is moving. Everyone is adding brands at the moment. Hyatt as a much smaller group than Marriott has 27 brands of hotels. No one complains about that being confusing.....
They're not? Ok, I will. Why does Hyatt have so many all inclusive brands? And why is the venetian its own brand?
All the chains are doing it for the owners and it's stupid and annoying.
Yeah, one should wonder what's the difference between all of Hyatt's all inclusive brands. Or one can just accept that it does not really matter.
But the bloggosphere and frequent traveller fora just like to complain about Marriott. So each new Marriott brand gets a flogging, but each new Hyatt brand flies under the radar.
Came to complain about being confused... there are so many brands these days I don't know which ones I should associate with.
Like imagine an elderly couple showing up at the lobby of the W to check in for quiet relaxation and the DJ is playing loud music as people spill out of the club next door.
@ CPH-Flyer -- "No one complains about that being confusing....."
I've "complained" many times about my confusion with the number of Hyatt brands, so I wouldn't say "no one." I think it's totally confusing.
@Ben, apologies. Never saw that. I do usually read most posts, so my bad.
More Marriott word salad.
The stratification of tiers of wealth continues. News at 11.
Well, they can’t lose, so…
What’s a ‘margin call’ anyway?
Eh, who cares… line. Go. UP.
My take? The owner of the first-ever St. Regis Estates property balked at having to provide upgrades, breakfast benefits, etc. So Marriott desperate to keep the property created this "brand expression" (what the f--k is a brand expression?) that will have virtually zero benefits or inclusions for Bonvoy elites. Then in the process of appeasing this owner Marriott found others who found this attractive. The announcement is the most snobbish thing I've ever read. Marriott...
My take? The owner of the first-ever St. Regis Estates property balked at having to provide upgrades, breakfast benefits, etc. So Marriott desperate to keep the property created this "brand expression" (what the f--k is a brand expression?) that will have virtually zero benefits or inclusions for Bonvoy elites. Then in the process of appeasing this owner Marriott found others who found this attractive. The announcement is the most snobbish thing I've ever read. Marriott also better hope they have a license to use the Astor name. The Astor family is very much still around.
The St Regis has had Astor suites for as long as I can remember. I think that issue is long settled.
Not only will these properties deny the pretty much nonexistent Bonvoy benefits, they will charge higher rates. Do you feel the “brand expression” yet???
You'll be so puzzled by this branding, but continue to stay at Marriott anyways.
100% guaranteed to be a RC Reserve where you don’t get any benefits.
"Born from a rising desire for privacy, authenticity, and a deeper emotional connection to place..."
They forgot intentionality.
Feels very SoDoSoPa
This is so spot-on and a great reference on top of that!
Ah, a man of culture. Are you more interested in the Residences or the Lofts? I also like the ‘rustic charm’ of CtPa Town.
Yawn, more whining about marketing.
Imagine how triggered you must be if you ever see a TV commercial.
But, but… curated bespoke sustainability…
Believe me when I say in most serious manner, that I actually agree with your comment Eskimo.
Yawn, more whining from fake Eskimo.
Imagine how triggered you must be if you ever see a real eskimo.
Been there done that, but have you …. true or false Eskimo?
St. Regis is now a conversion brand. The "Delta" or "Doubletree" of Marriott's luxury brands.