Malmaison Group has revealed plans to expand its boutique hotel brands — Malmaison and Hotel du Vin — internationally, naming areas of Europe and the US.
In Europe, CEO Gary Davis told Boutique Hotelier he hoped to open a hotel in Scandinavia: “We’ve just been looking at Scandinavia as an opportunity. We think being a design-led, food and beverage-led chain there are certain markets that will welcome this”.
The group was bought by Denver-based owner KSL Capital Partners earlier this year, which Davis said will help the group to also break into the US market with Hotel du Vin.
“KSL is an experienced investor in the US market so we have an advantage there. What we’re looking at currently is Hotel du Vin and what is the acceptability of that brand in the US?
“We find that the US customer has more of an affinity to Hotel du Vin because it’s very different to what they’re used to; it’s English, wine-led, relaxed. They’re very used to city-centre boutique hotels so when they come across a Hotel du Vin in a funky old building and fall in love with it — that will be a very strong brand for the US,” Davis added.
Davis said he believed Hotel du Vin would succeed in Boston, San Francisco and “markets with great buildings where people like to eat and drink well”.
The group currently operates 27 UK hotels, with plans to sign six further deals for Hotel du Vin properties and three Malmaison signings in the UK over the next 12 months.
"Over the next 12 months we will be getting every opportunity we can in the UK, and making sure that we get the right development opportunities in Europe and the US, that we pick the right location," Davis said.
“Because we have a strong ownership group now in KSL, we’re no longer limited by investment, it’s a matter of limiting ourselves in terms of where should we be and where are the good places to extend the brand,” he added.