In an ambitious stride toward expanding its global footprint, Corinthia Hotels has officially marked its entry into the North American hospitality market with the revival of The Surrey Hotel, located in the coveted Upper East Side of Manhattan. This historic establishment, dating back to 1926, recently reopened under the Corinthia banner, showcasing an impressive renovation. Simon Casson, the newly appointed CEO of Corinthia Hotels, noted that establishing a presence in New York is crucial for the brand, which historically has a stronghold in Europe, the Middle East, and Africa. He emphasized, “For a company like ours, which is relatively small, opening in New York brings immense brand value.”
The Surrey’s transformation is not just about aesthetics; it symbolizes the brand’s aspirations for growth and recognition in a fiercely competitive market. With about half of its accommodations currently available, Corinthia plans to ensure that the opening aligns with its commitment to luxury, setting the stage for its anticipated expansion efforts.
Since its inception in 1968, Corinthia Hotels has prided itself on blending the intimate charm of boutique hotels with the elegance and scale of grand establishments. The reopening of The Surrey reinforces this vision, embodying both sophistication and a personal touch. Casson hinted at an ongoing evaluation process, where existing properties will be assessed for upgrades and investments that align with Corinthia’s luxury standards.
The focus on reimagining existing locations, such as the potential enhancements at Corinthia Budapest, indicates a strategic approach to brand consistency across its portfolio. This balancing act between the old and the new resonates well with upscale travelers who seek unique, curated experiences. As Casson himself stated, there is a thirst within the company to “elevate and grow” its brand, clearly visible in its plans for The Surrey and beyond.
Corinthia Hotels is at the cusp of a significant expansion phase, with ambitious projects that span various countries and key cities. The debut of new hotels in Brussels and Bucharest exemplifies this aggressive growth strategy, while plans for future openings in Rome, Doha, and Riyadh suggest an assertive focus on creating a global luxury brand. Additionally, discussions are underway for potential partnerships in major markets, including Miami and Los Angeles, with a long-term goal of developing a portfolio of 30 hotels and resorts within the next decade.
This bold expansion into diverse markets reflects the brand’s desire to cater to a sophisticated clientele that appreciates the unique blend of local culture and luxurious hospitality. By strategically increasing its presence in high-demand cities, Corinthia aims to position itself as a preferred choice for travelers seeking elegance and exclusivity.
Recognizing that the essence of a hotel’s identity lies in its ability to connect with its surroundings, The Surrey has been revitalized to celebrate its New York heritage. The hotel now boasts a curated collection of art from local artists, and its design pays homage to iconic New York landmarks, such as Central Park’s bridges. Owned and operated by Corinthia Hotels, The Surrey offers not just luxury accommodations but also unique experiences like the Lounge by Casa Tua, which serves as a convivial meeting spot for guests.
Additionally, the partnership with Sisley Paris to develop The Surrey Spa highlights the hotel’s commitment to providing guests with indulgent wellness experiences. With room rates starting at approximately $1,200 per night, the hotel aims to attract affluent visitors who appreciate high-end amenities and connective experiences.
While Corinthia Hotels has made notable strides with The Surrey, the focus remains on refining the guest experience as the hotel gradually ramps up operations. The introduction of a members-only club has received positive feedback, with early interest suggesting a strong demand.
Casson aptly described this phase as allowing the hotel to “find its rhythm,” which is crucial in building a reputation in a competitive marketplace. With New York City serving as a pivotal launching pad, Corinthia Hotels is not only expanding its reach but is also redefining luxury hospitality for the modern traveler. This venture could very well set the tone for the brand’s success in North America, embodying a rich blend of culture, sophistication, and an unwavering commitment to excellence.
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