Four Deals, Four Growth Models: How Luxury Groups Are Turning Flags Into Assets
Aspen Hospitality is spinning The Little Nell into a brand, Pelican Hill becomes the first St. Regis Estate, Marriott signs two all-inclusive conversions with Catalonia, and Accor commits 5,300 rooms in Vietnam with Sun Group.
Aspen Hospitality has launched Nell Hotels, a luxury brand built out of its single Aspen property, The Little Nell. The first new-build is The Nell New York, a 134-key hotel at 10 Rockefeller Plaza representing a stated investment of more than $350m, converting former office space with a seventh-floor arrival and a 17th-floor fine dining restaurant. It is scheduled to open in autumn 2027, the same year The Little Nell closes in April for a renovation ahead of the 2027-2028 ski season. Tishman Speyer's EB Kelly, head of Rockefeller Centre, confirmed the partnership; Aspen Hospitality CEO Jeff Toscano said the intention is "not to be everywhere".
Three other moves this cycle run on the same logic. The Resort at Pelican Hill in Newport Beach, more than 500 acres above the Pacific with two Tom Fazio golf courses, begins transitioning this autumn to become the world's first St. Regis Estates property in 2027, under global brand leader George Fleck.
Marriott has signed two all-inclusive resorts with Catalonia Hotels & Resorts: a 522-key Marriott Hotels conversion in Montego Bay for 2028, and a 271-key Autograph Collection new-build in Zanzibar for 2027, totalling 793 rooms.
Accor, meanwhile, has agreed more than 5,300 rooms over five years with Sun Group in Vietnam, bringing SO/, TRIBE, Sofitel Serviced Residences and Swissôtel Living to the market for the first time.