DEEPER LUXURY
Elevated Experiences: DEEPERLUXURY’s New Hotel Hotsheet
HoteliersGuild and DEEPERLUXURY Applaud some of 2025’s Most Visionary Openings
Words by Frank M. Pfaller
A Toast to Vision, Creation, and the Next Era of Hospitality
The global hospitality sphere thrives on constant reinvention. From spirited city escapes to intimate hideaways off the beaten path, hoteliers continue to push boundaries, creating sanctuaries for the modern traveler. This month, we raise our glasses to the brilliant investors, developers, and management teams who make our beloved industry shine ever brighter. Their relentless drive and vision have birthed four stylish openings that are sure to intrigue the discerning guest.
A Touch of Elegance in Europe
Tucked away in a lively historic quarter, this newly unveiled boutique retreat marries sleek modernist design with centuries-old architecture. Plush suites feature floor-to-ceiling windows that frame the bustling cityscape below, while the rooftop bar offers a tranquil vantage point for cocktails under twinkling urban lights. It’s the perfect balance of glamour and local authenticity—an ode to European chic.
A Bijou Addition to the London Scene
The capital's newest darling is a dreamy blend of heritage charm and contemporary flair. From the moment one steps into the chandelier-lit lobby, it’s clear that every detail has been curated to please the eye.
Expect indulgent afternoon teas in a lounge sprinkled with whimsical British art, and personalized experiences that whisk guests from posh shopping excursions to exclusive after-hours gallery visits. The property’s top-floor suites—complete with private terraces—offer panoramic views of London’s iconic skyline.
A Beachside Bohemian Dream in Puerto Escondido
Hotel Humano invites guests into a soulful refuge on Mexico’s rugged Pacific coast. The minimalist-chic design highlights sweeping ocean views, while its laid-back vibe echoes Puerto Escondido’s vibrant surf culture. Guests can indulge in contemporary twists on Oaxacan cuisine by day and toast hypnotic sunsets by night.
Sydney’s Latest Coastal Gem
Finally, in the sun-kissed harbor city, a contemporary masterpiece welcomes guests to experience Australia’s signature laid-back luxury. With design inspired by the surrounding ocean hues, this hotel reimagines coastal chic: breezy terraces, airy interiors, and a world-class spa that channels the rejuvenating power of the sea. Fresh, seasonal menus highlight local produce and marine delicacies, ensuring an authentic taste of Sydney’s culinary scene.
! Join Us in Empowering the Next Generation of Hospitality Leaders
We are excited to announce the relaunch of the HoteliersGuild Sirius Academy Scholarship Award Campaign on
GoFundMe
This initiative, at its core, is about creating opportunities for underprivileged female African students to access higher education and empowering them to become future leaders in the hospitality industry.
Since its inception, the SIRIUSACADEMYCAMPAIGN has already funded over 60 scholarships, thanks to the generosity of our incredible network. With this relaunch, we are taking our mission to the next level, building on past successes and introducing the curation of Preferred Hotels to support students in gaining real-world experience and industry connections.
# How You Can Help:
• Make a donation to fund additional scholarships and expand our impact.
• Share our campaign with your network to help us reach more like-minded contributors.
• Partner with us to amplify the vision and provide opportunities for these bright talents.
As a token of gratitude, we will proudly recognize your generosity by featuring you and your company on our website and in our newsletters, connecting you to our global community of esteemed hospitality leaders.
At this time, we’d also like to reaffirm that this campaign—and all of our trade publications—will remain free of charge, as part of our commitment to creating accessible, high-value resources. However, we would deeply appreciate any donation, no matter how small, toward this noble cause. Every contribution helps us make a tangible difference.
Thank you
for
$ ✨ To donate or learn more, visit this GoFundMe link.
your kindness, generosity,
and belief in this transformative mission. Together, we can make a lasting impact!
BADRUTTS PALACE ST. MORITZ | SWITZERLAND
Badrutt’s Palace Elevates the Standard for DeeperLuxury in St. Moritz
HoteliersGuild proudly celebrates the visionary spirit of its esteemed member, Badrutt’s Palace, as they usher in a new era of grandeur with the unveiling of the Serlas Wing—the property’s first extension in over a century. It comes as no surprise that Italian architect-designer Antonio Citterio of Milan-based ACPV Architects was entrusted with this landmark project, drawing upon his personal connection to St. Moritz.
Over the course of seven years, Citterio artfully wove local alpine traditions into a sophisticated design narrative. Oakwood finishes, stone flooring, and woolfabric wall paneling establish a warm, inviting palette—an exquisite complement to the majestic hues of the Swiss Alps and the serene waters of Lake St. Moritz. The story of elevated luxury continues through refined B&B Italia furnishings and sumptuous Loro Piana Interiors fabrics, echoing DeeperLuxury’s ethos of authenticity and timeless elegance.
From its privileged vantage point overlooking Via Serlas, the highest luxury shopping street in the world, this new wing stands as a testament to Badrutt’s Palace’s commitment to cultivating extraordinary experiences. In seamlessly marrying alpine heritage with contemporary flair, the Serlas Wing redefines the essence of hospitality, strengthening St. Moritz’s position as a beacon of DEEPE RLUXURY and celebration within our treasured Hoteliers Guild community.
Romeo Roma: Zaha Hadid’s Visionary Legacy Meets DeeperLuxury in Rome
In one of her final major projects, Zaha Hadid gracefully wove her iconic, futuristic sensibility into a 16th-century palazzo—now reborn as Romeo Roma. Behind its historic façade lie 74 minimalist guest rooms, where bold geometry,
ROMEO ROMA – ROME
ITALY
Romeo Roma: Zaha Hadid’s Visionary Legacy Meets DeeperLuxury in Rome
In one of her final major projects, Zaha Hadid gracefully wove her iconic, futuristic sensibility into a 16th-century palazzo—now reborn as Romeo Roma. Behind its historic façade lie 74 minimalist guest rooms , where bold geometry, subtle color palettes, and a palpable sense of modernity redefine what it means to merge heritage with contemporary allure.
Aligned with DeeperLuxury’s ethos of transcending the ordinary, Hadid’s fl owing lines and dynamic shapes perfectly complement Alain Ducasse’s fi rst culinary venture in the Eternal City, delivering a feast for both the eyes and palate. The rooftop bar, La Terrazza, elevates the experience further, courtesy of a Krug Champagne partnership that pairs impeccable bubbly with unrivaled views of Rome.
As a fi nishing touch to this opulent symphony, spa treatments by Sisley await guests in a subterranean sanctuary, while the indoor-outdoor pool—crowned by a transparent fl oor—lets one fl oat above an ancient archaeological site. With its marriage of architectural daring, gastronomic prowess, and storied Roman history, Romeo Roma stands as a shining testament to HoteliersGuild’s celebration of visionary design and the promise of DeeperLuxury.
BRACH MADRID | MADRID SPAIN
A Franco-Spanish Ode to DEEPERLUXURY on Gran Vía
In a remarkable expansion of its portfolio, French hotel group Evok has secured a coveted address on Madrid’s legendary Gran Vía for Brach Madrid —the brand’s second outpost beyond Paris. Housed within a historic 1922 building, this new property features a playful yet refined eclecticism crafted by HoteliersGuild Hall of Famer Philippe Starck, who has masterfully layered jatoba wood, marble, and leather across the guest rooms. Fringed patterned sofas and artful curiosities add a whimsical nod to the city’s vibrancy, while an abstract illustrated map of Spain provides a statement piece that bridges past and present.
Culinary enthusiasts can delight in the Mediterranean-inspired dishes of Chef Adam Bentalha, whose talents already shine at Brach’s Parisian sister property. Meanwhile, La Pâtisserie unites French finesse and Spanish flair in a sweet tribute to both cultures. Rounding out the experience is a cuttingedge spa, featuring a hyperbaric oxygen chamber, cryotherapy, and treatments by myBlend and Clarins.
Poised at the intersection of visionary design, gastronomic innovation, and holistic well-being, Brach Madrid promises to captivate HoteliersGuild insiders while epitomizing the DEEPERLUXURY ethos of turning hospitality into an art form.
PARK LANE - COPENHAGEN DENMARK
A Cinematic Revival Near Øregårdspark: DEEPERLUXURY Takes Root in Copenhagen
Just north of Copenhagen, alongside the tranquil Øregårdspark, a 1920s cinema turned local favorite has been reimagined yet again—this time as the city’s newest boutique bolthole. Leading the transformation is Designer Camilla van den Tempel, whose vision of Scandinavian minimalism infuses the hotel’s 69 rooms with nature-inspired elegance: think soft creams, earthy browns, and refined accents like herringbone flooring and handcrafted wallpaper. The spa-like marble bathrooms are graced by Antonio Lupi tubs, offering a taste of sophisticated Italian design.
In the former ballroom, original features—stucco ceilings, chandeliers, and wooden paneling—have been meticulously restored to house a new collection of suites , seamlessly marrying old-world charm with a contemporary flourish. The gastronomic heart of this reborn gem includes Yves at Park Lane, a modern French restaurant helmed by Michelin-starred chef Yves Le Lay, the relaxed bistro Rosé Rosé, and Parsley Salon, where an ultra-seasonal menu spotlights the vibrant terroir of Copenhagen.
A true reflection of HoteliersGuild values and the DEEPERLUXURY ethos, this stylish Scandinavian hideaway bridges historic authenticity with nextgeneration sophistication—a testament to how design, dining, and heritage can converge in perfect harmony.
HOTEL CALIMALA - MILANO
ITALY
A Vibrant Tribute to DEEPERLUXURY
Following his successful design work on the original Hotel Calimala in Florence, architect and designer Alex Meitlishas once again channeled his creative prowess—this time into crafting a bold new identity for the brand’s sister property in Milan. Drawing cues from the city’s sleek, cosmopolitan character, Meitlis imbued each of the 88 guest rooms with clean lines and playful color stories—think clay pink, citrus orange, and mint blue—all punctuated by bespoke furnishings and local, traditional materials.
On the ground floor, guests can indulge in a wine and coffee bar that opens onto a lively outdoor terrace, making for perfect people-watching amid Milan’s urban buzz. Ascend to the rooftop, where a panoramic restaurant and bar invite you to sip and savor against a skyline backdrop —complete with one of the city’s rare rooftop swimming pools.
Embodying the HoteliersGuild tradition of blending authentic local flair with global sophistication, this latest venture personi fi es DEEPERLUXURY: a stylish synergy of contemporary design, uplifting hospitality, and a deep reverence for place that places Hotel Calimala Milan firmly among the city’s must-visit addresses.
THE WELBECK - LONDON | UK
A Marylebone Legacy Reimagined for DEEPERLUXURY
For over two centuries, The Welbeck has opened its doors to visitors on one of Marylebone’s most picturesque Georgian streets first as a hospital, and more recently as a trusty Holiday Inn. Now, thanks to the award-winning Studio Moren, it’s been reborn as a boutique gem that gracefully marries historic allure with modern chic.
Step beyond postbox-red hallways to discover 164 rooms and suites, each a harmonious blend of classic white walls, wooden floors, and brown leather armchairs, offset by bursts of color— patterned green ceilings, yellow sofas, and vibrant orange bolsters —that underscore the property’s playful spirit. In homage to its medical heritage, The Welbeck’s “Be Well” philosophy offers guests an array of in-room wellness services, including IV drips and on-demand beauty treatments, for those seeking a mindful recharge. And for a more leisurely indulgence, the Welbecker Bar serves craft cocktails in a laid-back setting, echoing the softer side of self-care.
Through its thoughtful design, nod to local history, and commitment to holistic well-being, The Welbeck underscores HoteliersGuild’s celebration of DEEPER LUXURY—one where heritage, comfort, and contemporary flair seamlessly converge to create a truly enriching stay.
HOTEL HUMANO PUERTO ESCONDIDO | MEXICO
Grupo Habita’s Surf-Inspired DEEPERLUXURY in Puerto Escondido
Expanding its footprint into the famed surf mecca of Zicatela Beach, Grupo Habita has unveiled Hotel Humano, a soulful hideaway that marries Oaxaca’s artisanal heritage with a relaxed coastal vibe. The partnership between Architect Jorge Hernández de la Garza and Plantea Estudio manifests in a seamless interplay of concrete and clay structures, elegantly furnished with locally sourced pieces that pay homage to the region’s craft traditions.
Inside its 39 rooms, tropical wood accents and bespoke textiles in deep orange tones offer a warm embrace of Mexican design, while handmade wine-hued bathroom tiles and drawings by Lucio Muniain infuse each space with authentic artistry. Anchoring the property is a lush central courtyard and pool, a tranquil oasis of greenery, with a rooftop bar and restaurant just above, showcasing the culinary brilliance of Chef Saúl Carranza and Chef Marion Chateau—alumni of Marseille’s La Relève
Evoking the principles of DEEPERLUXURY, Hotel Humano seamlessly merges the untamed allure of Puerto Escondido’s coastline with Oaxacan elegance, positioning itself as the next must-experience destination for the discerning global traveler—and a shining new star in the HoteliersGuild constellation.
08.
CHEVAL BLANC SEYCHELLES MAHÉ ISLAND
Cheval Blanc Seychelles: A DEEPERLUXURY Oasis by Jean-Michel Gathy
In a dazzling continuation of their illustrious partnership, Cheval Blanc and Jean-Michel Gathy have unveiled the brand’s sixth maison on Mahé Island, a Seychellois paradise epitomizing the HoteliersGuild pursuit of DEEPERLUXURY. Drawing inspiration from traditional island architecture, Gathy has envisioned 52 villas 24 gracefully lining the beachfront and 28 tucked away amidst lush, emerald hills—with soaring, sloping roofs and wide entrances that seamlessly meld indoor elegance with the surrounding natural splendor.
Reflecting Gathy’s hallmark of “casual chic,” the design embraces a palette of white, sand, and greige, highlighting panoramic vistas best savored from each villa’s private pool. Enriching the experience further are five distinct restaurants, from the Seychellois Creole artistry at Le White to the contemporary Japanese flair of Mizumi. At Spa Cheval Blanc, a collaboration with Guerlain infuses the spirit of the island into a serene suite of treatments that focus on holistic rejuvenation.
By merging authentically local influences with modern sophistication, Cheval Blanc Seychelles reflects both the unwavering dedication of Cheval Blanc and the visionary touch of Jean-Michel Gathy—an idyllic sanctuary that truly embodies the essence of DEEPERLUXURY.
Namia River Retreat - Hội An | Vietnam
A Holistic Retreat Embodying DEEPERLUXURY
Nestled on a secluded islet overlooking the Thu Bồn River, the new Namia River Resort offers a wellness sojourn that seamlessly merges nature, tradition, and modern comfort. Specialists in bioclimatic architecture , T3 Architects , joined forces with Kanopea Architecture Studio to fashion 60 timber villas—each drawing inspiration from the fisherman dwellings and rustic country homes that dot the surrounding landscape.
Interiors boast an open-plan layout, awash in neutral hues and organic textures, leading onto private pool terracesnestled beneath a lush canopy of Nipa palms. Thoughtful details, such as sunken bathtubs gazing out over the tranquil river, highlight Namia’s homage to holistic relaxation. Within the spa, flowing, soft organic forms create an oasis of serenity, where healing treatments rooted in Vietnamese herbology provide a soulful retreat from the everyday.
This deft union of local craftsmanship, bioclimatic sensitivity, and modern indulgence stands as an exemplar of DeeperLuxury—one that places Namia River Resort squarely on the map for Hoteliers Guild connoisseurs seeking authentic, regenerative experiences in enchanting natural settings.
10. BAB AL SHAMS
NEW DESERT VILLAS - DUBAI | UAE
A Desert Sanctuary Elevating the DEEPERLUXURY Experience
Since its debut in 2004, Bab Al Shams has woven desert magic into modern hospitality. Now, this 115-room retreatunveils its latest enchantment: eight private poolside villas, deftly realized by Anarchitect to harmonize with the sweeping sands. Their minimalist circular forms in beige tones echo the surrounding dunes, while the interiors embrace a pared-back aesthetic of sandy neutrals and softly curved wooden furnishings, artfully mirroring the villas’ curved exteriors.
Each villa boasts its own outdoor terrace, fireplace, and private pool, ensuring guests enjoy an exclusive oasis within the broader resort. Adventure beckons just beyond, whether it’s a culinary journey at Anwā, indulgent relaxation in the soothing spa, or a thrill-seeking escape via hot air balloon or camelback across the shimmering desert expanse.
By merging cultural authenticity with contemporary indulgence, Bab Al Shams resonates profoundly with the HoteliersGuild spirit, offering an intimate taste of DEEPERLUXURY where nature, design, and hospitality unite under starlit Arabian skies.
UNITING IN SERVICE: A SALUTE TO THESE
We hope this issue of DEEPERLUXURY leaves you energized welcome to all our newcomers—your bold perspectives applaud the optimism of the owners and investors who uncertainties. Together, through creativity and collaboration, extraordinary heights. We look forward to
THESE PIONEERS
OF THE HOSPITALITY ARTS
energized and brimming with fresh inspiration. A warm perspectives are the lifeblood of innovation in our industry. Let us who continue to drive luxury forward, even amid global collaboration, we will elevate our realm of luxury to ever more to having you with us for the next journey!
IMPRESSUM
Title: DEEPERLUXURY
Collated by: CHCCoutureHospitalityConcept
In Collaboration with: HoteliersGuild
Publisher: CHC Publishing Editorial Coordination: Frank M. Pfaller
Year of Publication: Feb. 2025
Contact: info@HoteliersGuild.com
Websites: www.HoteliersGuild.com
www.SelectedHotels.biz
All rights reserved. No part of this publication may be reproduced or transmitted in any form without prior written permission from the publisher. The content reflects the editorial perspective of the authors and contributors.
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