Auberge Resorts Collection, a portfolio of luxury hotels, resorts, and residences, has rebranded to Auberge Collection to reflect its expansion into urban markets.
The move comes ahead of the London arrival of Cambridge House, Auberge Collection in Mayfair, which is set to open next spring.
The group said the new title “accurately reflects” Auberge Collection’s growing portfolio of varied properties, which includes landmark city hotels, beach resorts, alpine destinations and countryside estates.
Recent unveilings for the group include Collegio alla Querce, Auberge Collection in Florence and The Woodward, Auberge Collection in Geneva, while forthcoming openings include The Knox, Auberge Collection in Dallas, The Shore Club, Auberge Collection in Miami Beach, The Birdsall, Auberge Collection in Houston, and Moncayo, Auberge Collection in Puerto Rico, as well as the London site.
Dan Friedkin, chairman, Auberge Collection“From the start, the Auberge name has been synonymous with rare luxury and one-of-a-kind experiences. Evolving our name brings sharper clarity to who we are at our core: a collection of inspiring destinations, each alive with its own heritage, character, and creativity.”
Christian Clerc, president and chief executive of Auberge Collection, added: “This transition is a natural evolution for our brand. It reflects the growth of our portfolio, the breadth of extraordinary experiences we offer, and our enduring commitment to the singular identity of each property.”
