In recent times, I’ve been composing a series highlighting various luxury hotel groups worldwide, both large and small. A while ago, I shared insights on the Ritz-Carlton brand, questioning whether it represents the pinnacle of hospitality or if it’s merely filled with generic luxury establishments. In this post, I want to explore what is considered Marriott’s other premier “mainstream” brand, St. Regis.
This brand, in my view, has evolved significantly over the years, and I find myself less enthusiastic about it than I once was. While there are still many excellent hotels under the brand, the level of consistency we previously enjoyed seems diminished. Let’s begin with some background information, followed by my perspective.
Basics & background of the St. Regis brand
Currently, the St. Regis brand is a part of Marriott, with just over 60 properties around the world. The origins of what would become St. Regis trace back more than 120 years, though it has only gained mainstream recognition in the last three decades.
St. Regis was established in 1904, when John Jacob Astor constructed the St. Regis New York as a sister establishment to the original Waldorf-Astoria New York, which he partly owned (this differs from the current Waldorf Astoria, built in 1931). The name John Jacob Astor might be familiar to any frequent St. Regis guest, as some suite categories bear his name.
For many decades, the brand experienced minimal growth. In 1966, Sheraton acquired the property, and after a significant renovation in 1991, the hotel became the flagship for the company, rebranded as the ITT Sheraton Luxury Collection.
Things took an interesting turn in 1997 when Starwood bought the Sheraton brand from ITT. In 1998, Starwood officially launched the St. Regis brand, rebranding the former Ritz-Carlton Aspen as St. Regis Aspen. Then in 1999, Starwood renamed the Carlton Hotel in Washington DC to St. Regis Washington DC.
This marked the birth of the modern brand, which continued to expand thereafter. In 2016, Marriott acquired Starwood, along with the St. Regis brand. With the vastness of Marriott’s portfolio, it isn’t surprising to see overlapping brands; it’s noteworthy that St. Regis and Ritz-Carlton, intended as direct competitors, now share ownership (though this doesn’t imply that individual hotels don’t compete amongst themselves).
St. Regis used to be my favorite Marriott Bonvoy brand
Looking back 10-15 years, St. Regis was likely my favorite large hotel brand, particularly during the Starwood era and even in the early days following Marriott’s acquisition:
– St. Regis was recognized for its numerous “flagship” properties, indicating that when a St. Regis was opened, it generally offered exceptional quality, prime locations, and a cohesive design concept.
– St. Regis properties consistently provided outstanding service without significant corners being cut.
– I have always valued that St. Regis is a brand that fully engages with Marriott Bonvoy, allowing Bonvoy Platinum members to enjoy complimentary breakfast and additional perks, unlike brands like Ritz-Carlton that tend to be more frugal.
St. Regis properties consistently met expectations. When reflecting on the portfolio approximately 15 years ago, which included exceptional locations like Aspen, Bal Harbour, Bali, Bora Bora, Florence, New York, Punta Mita, Rome, and San Francisco, it showcased a truly high-quality collection of hotels.
The St. Regis brand has considerably diminished over the years
I find it increasingly challenging to feel excited about the St. Regis brand compared to the past, likely due to a few key factors (and I’m interested in others’ thoughts).
The noticeable factor is what I refer to as the Marriott effect. Over time, it’s become clear that Marriott isn’t primarily engaged in the hospitality sector; rather, it’s focused on the number of rooms and the relationships with hotel owners. Admittedly, this is true for all hotel management and franchise companies, but it feels more pronounced with Marriott, particularly regarding luxury brands.
This is reflected in how elite benefits are delivered, which has become less reliable than before (for instance, the St. Regis Macao outright refusing to provide breakfast to elite members, and Marriott taking no action), resulting in generally less consistent and more impersonal service (previously, I appreciated the butler service coffee feature, but now it feels like the benefit is no longer as meaningful).