A Natural Evolution: From Cars to Hospitality
According to Stefano Saporetti, director of brand diversification at Aston Martin Lagonda, “hospitality will probably be the next evolution,” building on the success of the brand’s luxury residences.
Aston Martin is exploring the creation of branded hotels adjacent to private racetracks, offering bespoke services for car enthusiasts, such as custom-designed garages and elevators that bring cars directly to guests’ suites.
These hotels will not only reflect Aston Martin’s signature design but will also offer unique luxury experiences such as private driving events and personalized customer care, similar to what Aston Martin car owners experience.
Stefano Saporetti emphasizes that the brand is moving towards creating a “legacy and loyalty” by focusing on experiences, not just ownership. “Luxury is shifting from possession to experience,” he stated during a recent panel discussion.
Designing a New Luxury Experience
The brand’s entry into hospitality is aligned with a growing trend of luxury brands expanding into lifestyle sectors. Aston Martin’s hospitality projects will combine the elegance of its cars with the functionality of luxury living.
These developments will feature sleek, elegant architecture and innovative interiors that reflect the high standards of design and performance the brand is known for.
Aston Martin’s first luxury hospitality project will be a hotel in a prime European location, offering guests an immersive brand experience. The hotels will include facilities such as bespoke services, private driving experiences, and exclusive events. These initiatives are expected to provide affluent travelers with a new, personalized form of luxury.
Strategic Expansion and Partnership Opportunities
As part of its strategy, Aston Martin is being careful with the pace of expansion, emphasizing “scarcity” as a key luxury marketing tool. The brand is already partnering with developers such as Dar Global for the development of its flagship branded residence, the £200 million Astera project, located on Al Marjan Island in the UAE.
Stefano Saporetti noted that the growing interest from real estate developers has surprised Aston Martin, highlighting the brand’s potential in the hospitality market. However, the company is focused on selective, strategic projects, ensuring each hotel is consistent with the brand’s luxury standards.
A Step Towards New Revenue Streams
Aston Martin’s move into hospitality represents a broader strategy to diversify revenue streams and strengthen its brand identity. The luxury hospitality market, especially for high-net-worth individuals, continues to grow, and Aston Martin’s reputation for design and excellence places it in an advantageous position to tap into this market.
The luxury car brand’s approach to hospitality combines world-class service with unmatched design and innovation, aiming to redefine the concept of luxury travel. Aston Martin’s hospitality offerings will likely offer a unique, integrated experience that combines the world of automotive luxury with high-end living.
Shaping the Future of Luxury Hospitality
Aston Martin’s entry into the hospitality sector marks an exciting shift in the brand’s evolution, expanding its legacy into a new domain. The brand’s focus on creating bespoke, immersive luxury experiences will likely set a new standard for high-end accommodations.
Through careful expansion and strategic partnerships, Aston Martin is poised to redefine the luxury hospitality market, offering a distinctive experience that blends design, performance, and exceptional service.
The British car brand is not the only one which aims to enter the hospitality sector, as Lush already announced similar ambitions and IKEA already opened its first hotel in Spain.
