Marriott Unveils “St. Regis Estates”: A New Ultra-Luxury Sub-Brand Redefining Private Retreats with Heritage and Grandeur

Published on December 4, 2025

In a world where luxury is often defined by the glitz of a city skyline or the isolation of a remote island, St. Regis is turning the page back to a chapter of history that feels both timeless and incredibly relevant today. Marriott International has officially pulled the curtain back on its newest ultra-luxury concept: St. Regis Estates.

Unveiled at the prestigious International Luxury Travel Market (ILTM) in Cannes, this new sub-brand promises to be more than just a collection of hotels. It is a curated portfolio of “heritage-rich” and “estate-style” properties designed to evoke the grandeur of a private residential manor.

For the modern traveler who craves the privacy of a home but refuses to compromise on the white-glove service of a world-class hotel, St. Regis Estates aims to be the answer. And in true St. Regis fashion, the debut is nothing short of spectacular, with the iconic Resort at Pelican Hill in Newport Beach, California, set to lead the charge.

A Concept Rooted in Legacy

To understand St. Regis Estates, you have to look back to the brand’s origins. The St. Regis legacy began in 1904, founded by John Jacob Astor IV, a titan of the Gilded Age. The original St. Regis in New York was built to be the finest hotel in America, a place where the Astors could entertain their social circle with the same level of service they enjoyed in their private homes.

The new “Estates” sub-brand draws direct inspiration from the Astor family’s personal country estates. Imagine the sprawling grounds, the sense of seclusion, and the architectural character of a historic manor—places where the elite would retreat for weeks at a time to hunt, socialize, and relax away from the city’s bustle.

George Fleck, the Senior Vice President and Global Brand Leader for St. Regis, described the concept as an opportunity to offer a “more enchanted and deeply residential resort experience.” This isn’t about checking into a room; it’s about arriving at an estate where you are the guest of honor. Each property in this portfolio will be chosen for its “narrative power,” meaning the buildings and grounds themselves will tell a story.

The Crown Jewel: The Resort at Pelican Hill

The first property to bear this prestigious new name will be The Resort at Pelican Hill, located along the golden coast of Newport Beach, California.

Already a legend in the world of luxury travel, Pelican Hill is the perfect canvas for the St. Regis Estate vision. Spanning a massive 504 acres, the resort feels like a Tuscan village dropped onto the California coast. With its Palladian architecture, sweeping ocean views, and manicured landscapes, it already possesses the “cinematic setting” that the new brand demands.

However, the transition won’t happen overnight. Marriott recently took over the management of the resort, and a comprehensive renovation is planned to bring the property fully in line with St. Regis standards. The resort is scheduled to officially rebrand as The Resort at Pelican Hill, A St. Regis Estate in 2027.

The transformation will be extensive. Guests can expect:

• Renovated Accommodations: A complete redesign of the resort’s bungalows and villas to enhance that “residential” feel.
• World-Class Golf: Upgrades to the renowned Tom Fazio-designed golf courses, which are a staple of the Pelican Hill experience.
• New Culinary Experiences: The addition of a new chef-led dining venue, promising to make the estate a gastronomic destination in its own right.
• Wellness and Leisure: Enhancements to the spa, pool, and clubhouse, ensuring that every corner of the 504-acre property whispers relaxation.

The “High Life Worth” Strategy

Why launch a sub-brand now? The move signals a strategic shift in how Marriott views the future of luxury. We are entering what Marriott calls the era of “High Life Worth.”

Today’s Ultra-High-Net-Worth (UHNW) travelers are moving away from conspicuous consumption and toward meaningful, restorative experiences. They want privacy. They want space. They want to connect with their loved ones in environments that feel rooted and enduring, rather than fleeting and trendy.

St. Regis Estates fits this demand perfectly. By focusing on existing properties with expansive grounds and history, Marriott can offer a product that competes directly with high-end villa rentals (like Airbnb Luxe or Onefinestay) but with a critical differentiator: The St. Regis Service.

A private rental might offer a nice kitchen, but it doesn’t offer the legendary St. Regis Butler Service. It doesn’t have a team of sommeliers ready to saber a bottle of champagne at sunset. It doesn’t have the “rituals” that define the St. Regis brand, from the Bloody Mary to the midnight supper. St. Regis Estates bridges that gap, offering the soul of a private home with the heart of a grand hotel.

What Guests Can Expect

When you book a stay at a St. Regis Estate, the experience is designed to be slower and more immersive than a typical city hotel stay.

Privacy as the Ultimate Luxury: These properties are destinations in themselves. Whether it’s a vineyard enclave, a coastal hideaway, or a mountain lodge, the “Estate” designation guarantees expansive natural settings. You aren’t just getting a room; you are getting acres of breathing room.

The Residential Touch: Expect larger floor plans, multi-bedroom villas, and spaces designed for gathering. These are places meant for multi-generational families to reconnect, or for groups of friends to celebrate milestones. The design philosophy will likely lean towards “quiet luxury”—understated, comfortable, and intensely personal.

The Rituals: The St. Regis rituals will be adapted to fit the estate setting. The “Evening Ritual” of champagne sabering might take place on a cliffside lawn overlooking the Pacific rather than in a lobby bar. The “Bloody Mary” might be reimagined with local ingredients grown in the estate’s own gardens.

A New Chapter for 2027

As we look toward 2027, the launch of St. Regis Estates represents a fascinating evolution of the hotel industry. It acknowledges that the definition of a “hotel” is changing. We no longer just want a place to sleep; we want a place to be.

By blending the history of the Astors with the modern desire for sanctuary, St. Regis is betting that the future of luxury looks a lot like the past: grand, private, and exceptionally well-serviced. For those waiting to experience the Gilded Age in the 21st century, the gates to the Estate are about to open.