Ultra-luxury hotel brand Aman is coming to Beverly Hills
Even the glitterati of Beverly Hills will be impressed with the city's latest ultra-luxury hotel, condo and membership club concept currently in the works.
Ultra-luxury hotel brand Aman will be part of a $2 billion luxury mixed-use project slated for the tony Southern California enclave, development partners Alagem Capital and Cain International announced Thursday. The project, dubbed One Beverly Hills is slated to break ground next year and complete in 2027.
Aman is a favored brand of ultra-luxury travelers and celebrities. The company's hotels focus on wellness, privacy, design and seclusion on top of the premier service expected to accompany its high room rates. (As of Thursday at noon, select $1,600 per night rates were the most affordable offering TPG found at Aman's Wyoming property through the end of September, but there is a two-night minimum stay required.)
The One Beverly Hills development team plans to integrate the Aman into a broader complex with the neighboring Waldorf Astoria Beverly Hills and Beverly Hilton (which typically hosts the Golden Globe Awards) — quite the trinity of high-end hotels.
"One Beverly Hills represents a once in a lifetime opportunity to create a truly unique experience in one of the most coveted locations in the world and is the consummation of my vision for this Gateway to Beverly Hills," Beny Alagem, head of Alagem Capital, said in a statement.
Alagem purchased the Beverly Hilton in 2003 and later developed the Waldorf, which opened in 2017. The new development is the latest in Aman's ongoing expansion into the U.S., where the long-awaited Aman New York is expected to open later this year. A Miami Beach property is on track to open in 2024, and the brand already has hotels in Jackson Hole, Wyoming, and Canyon Point, Utah.
Aman and the city
Aman's brand focus on seclusion and privacy might seem at odds with a hotel so close to the heart of Tinseltown. However, the Beverly Hills property is part of the hotel company's push into more urban markets.
The Aman Tokyo opened in 2014, and a branded residential component to that property is slated to open next year. A Bangkok hotel-and-residences project is also expected to open next year, too.
"Aman Group's strategy is to bring the brand's coveted resort experiences to urban destinations," Aman CEO Vlad Doronin said in a statement. "The announcement of Aman Beverly Hills further demonstrates our commitment to this strategy and long-term vision. Staying true to our DNA and the revered Aman lifestyle, Aman Beverly Hills, nestled in its expansive botanical gardens, captures the legacy and heritage of Aman while connecting our guests with fascinating urban environments."
The 17.5-acre One Beverly Hills complex will feature eight acres of botanical gardens and two miles of walking paths. The 10-story Aman project within the broader development is expected to include 42 suites for the hotel, 37 Aman-branded residences and the private club, residences and spa.
Additional parts of the project include non-Aman-affiliated residences split between two towers designed by Norman Foster, the celebrity architect behind projects like the Gherkin in London and the international terminal at Beijing Capital International Airport.
Wind in the ultra-luxury sails
Aman's U.S. expansion might take some by surprise, as the brand — while one with a devoted following — isn't as well-known of an entity here. While there are two U.S. resorts, there are an additional 32 Aman properties in 19 other countries.
However, there's an enhanced focus on luxury hotel development coming out of the pandemic. The idea is that there is an enormous amount of wealth created over the last two years, and those individuals want to travel to places offering the highest level of service and experience.
Accor's growth strategy in the U.S. centers on lifestyle hotels catering more toward food and beverage offerings, as well as luxury hotels. The company's first new-construction project for its ultra-luxury Raffles brand in North America is currently underway in Boston.
Marriott International CEO Anthony Capuano, spoke earlier this week at the NYU Hospitality conference, and noted his company sees a lot of opportunity to beef up its luxury presence. Luxury hotels account for 10% of the room count at Marriott but 25% of the fees collected from owners.
"It's a powerful driver of the loyalty program, so you'll continue to see us accelerate our growth from luxury," Capuano added.
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