Luxury hotel brand COMO Hotels & Resorts has plans to continue its expansion in Europe in a big way.
The company, which currently has 18 properties globally after its first opening in London more than 30 years ago, said it looks for places that “big hospitality brands would never go—small footprints, remote villages.”
Speaking at Phocuswright Europe 2025, Doris Goh, executive vice president of the group, said that it chose Tuscany for its first property outside London, buying into an estate where they make their own wines and oils.
“We go where global brands don’t—places driven by authenticity, not just real estate metrics,” Goh said.
Goh said consumers seeking more remote locations is a trend in luxury travel, which is a market that is expected to double in value to $4 trillion by 2034.
According to Goh, the ones to watch are the “aspiring” luxury travelers seeking “unique, extreme experiences,” who make up 35% of the market.
She went on to discuss the rapidly developing luxury hotel pipeline in Asia, the move from online travel players to inspiration and distribution trends.
Watch the full session with Web in Travel’s Yeoh Siew Hoon below:
Executive Interview: Changing the World of Luxury