Luxury hotel brand COMO Hotels & Resorts has plans to continue its expansion in Europe in a huge way.
The company, which currently has 18 properties globally after its first opening in London more than 30 years ago, stated it sees for places that “huge hospitality brands would never go—compact footprints, remote villages.”
Speaking at Phocuswright Europe 2025, Doris Goh, executive vice president of the group, stated that it chose Tuscany for its first property outside London, acquireing into an estate where they create their own wines and oils.
“We go where global brands don’t—places driven by authenticity, not just real estate metrics,” Goh stated.
Goh stated consumers seeking more remote locations is a trconclude 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 create up 35% of the market.
She went on to discuss the rapidly developing luxury hotel pipeline in Asia, the shift from online travel players to inspiration and distribution trconcludes.
Watch the full session with Web in Travel’s Yeoh Siew Hoon below:
Executive Interview: Changing the World of Luxury
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