If there’s one message from Marriott Bonvoy members, it’s that Marriott lacks sufficient hotel brands, and consumers are eager for more. Thankfully, Marriott consistently pays attention to its Bonvoy members, leading to some exciting news!
St. Regis debuts the new St. Regis Estates concept
St. Regis Hotels & Resorts has today introduced St. Regis Estates, described as “an ultra-exclusive brand expression reserved for legacy-rich, leisure-led estates – unique hotels characterized by significant history, expansive landscapes, and extraordinary amenities.” Oy. Here’s a more detailed description of the concept:
Emerging from an increasing desire for privacy, authenticity, and a deeper emotional connection to place, St. Regis Estates brings the tradition of grand estate living from the House of Astor into contemporary times. Just as generations of Astors created remarkable homes in both urban and rural settings, their retreat estates provided another facet of their lifestyle – environments where natural beauty, refined simplicity, and cultural ties fostered meaningful celebration. St. Regis Estates continues that tradition for the modern luxury traveler, presenting destinations influenced by character, environment, and heritage instead of spectacle or trend.
Every Estate is carefully chosen for its historical significance and exceptional natural surroundings, then thoughtfully reimagined through the St. Regis perspective. This strategy creates a residential sense of intimacy combined with architectural grandeur; cultural and culinary experiences that draw directly from the landscape and local narratives; unique, estate-only moments designed for extended, relaxed stays; and service that embodies the Astor family’s signature blend of warmth, discretion, and finesse. The expression advocates for properties whose heritage has molded their identity over generations, respecting the vision of founders and long-time caretakers while enhancing their legacy with the brand’s modern viewpoint.
I’m uncertain if Marriott has shifted EDITION’s marketing team to St. Regis, or what precisely is occurring here. Here’s how George Fleck, SVP & Global Brand Leader for St. Regis, articulates this:
“For the Astors, the founding family of the St. Regis brand, the pinnacle of luxury was retreating from the city to their country estates, where time with family could be enjoyed with exquisite ease in settings steeped in heritage and a unique sense of belonging. That ideal strongly resonates with today’s luxury traveler. With St. Regis Estates, we honor that legacy by celebrating each estate’s origins and creating getaways that bring people together to embrace beauty, connection, and the simple joy of unwinding. Each estate is selected for its narrative strength, architectural appeal, and vast, cinematic backdrop, providing a more enchanting and deeply residential resort experience.”
The Resort at Pelican Hill, located in Newport Beach, will be the inaugural St. Regis Estate property in 2027. The property became part of Marriott Bonvoy in 2024 and is undergoing a comprehensive renovation before adopting the St. Regis Estates branding.
My perspective on the St. Regis Estates “brand expression”
Clearly, the launch of the St. Regis Estates concept comes packed with numerous buzzwords, but I’m not genuinely certain what substantive meaning this holds.