Roland Fasel, the Swiss-born chief operating officer of Maybourne, is no stranger to the world of luxury hospitality. His impressive career spans years with some of the world’s most prestigious hotel brands, including Aman and The Dorchester Collection. Since taking the helm at Maybourne in April 2023, he has embarked on a journey that is set to redefine the brand and elevate its offerings to an entirely new level.

Our conversation takes place in the sumptuous surroundings of a suite at The Emory, Maybourne’s latest gem, opened last year in the heart of Belgravia. This marks a significant moment for the group, with The Emory being Maybourne’s first new London hotel in 50 years and also a personal milestone for Fasel, having opened the doors just a year into his tenure. 

The hotel’s ultra-luxurious, all-suite concept speaks volumes about the brand’s ambition and vision for the future of hospitality. Designed by Ivan Harbour of RSHP and the late Richard Rogers, The Emory has been elegantly shoehorned right next to its sister property, The Berkeley. 

The hotel’s striking architectural elements include a bold steel internal staircase painted in “Richard Rogers pink”. The building’s signature soaring “sails” protrude dramatically above Hyde Park, while the 10th-floor rooftop bar offers unparalleled views of the capital.

Designer dreams

Can’t decide which interior designer you prefer? Why not just work with several? The 61 suites at The Emory are crafted by world-renowned designers Pierre-Yves Rochon, Andre Fu, Champalimaud Design and Patricia Urquiola, who each took two floors apiece to create sumptuous living spaces for guests. 

Meanwhile, designed by Remi Tessier, on the ground floor is a new London home for chef Jean-Georges Vongerichten, who brings his culinary expertise to ABC Kitchens, already a new hot spot in London’s dining scene.

Head deeper into the hotel – four storeys below ground in fact – and a whole new wellness concept awaits in the shape of Surrenne, a cutting-edge facility and sanctuary for guests. 

Add to this the hotel’s collection of Damien Hirst artworks and a suite of bespoke services and it becomes clear The Emory is setting a new standard in luxury many will covet. But what led Maybourne to take on such a bold project? After all, the brand already boasts three of London’s top hotels: Claridge’s, Connaught and The Berkeley. 

London calling

Fasel reveals that opening a fourth property in London was not a decision made lightly. “We needed to ensure that The Emory would be different and complementary to our existing properties,” he explains. “It caters to a very specific clientele and meets a growing demand for privacy and highly personalised service. We also had to account for changing demographics, like the shift from Baby Boomers to Gen Z and their increasing disposable income.”

The Emory is already proving particularly popular with younger, entrepreneurial guests, athletes, sports agents and high-profile individuals. “We’ve seen success early on. We’ve tapped into a niche market that appreciates modern design and personalised service,” Fasel adds, noting families also seem to have fallen for The Emory. 

“Each floor can be closed off in order to privatise it, which is something we would never have thought about 10 years ago, but is really important now. Multigenerational travel is definitely a big trend. Grandkids are picking the trip, and the grandparents are paying for it; it’s the one way you can still ensure your children go on holiday with you,” he laughs.

The Emory also marks the launch of Surrenne, a state-of-the-art wellness centre whose name embodies a fusion of “serenity” and “energy”.

Fasel, who has always placed a strong emphasis on wellness in previous hotel roles, has expanded the concept by integrating a focus on longevity. “Wellness alone isn’t enough,” he says. “This evolution began six or seven years ago, integrating relevant elements as we expanded. We have brought in partners like Tracy Anderson for fitness, and collaborated with experts such as neuroscientists, whose insights have been essential in positioning us as leaders in the longevity space.”

Capital gains

Of course, external factors have also pointed the group in the right direction. Rents on nearby New Bond Street are triple that seen in 2010. Inbound overnight visits to London are forecast to rise to near 20 million in 2028, and this is Europe’s financial hub, plus – there are about 230,000 millionaires residing in the city, according to CBRE.

Fasel points out the hotel is deliberately positioned at the top of the rate ceiling, with nights at The Emory starting from £1,140 (for a Courtyard junior studio suite), inclusive of return airport transfers, Surrenne membership, daily breakfast, in-suite bar, and services of a personal Emory Assistant. 

“The value proposition is clear,” Fasel explains. “Guests get a well-rounded experience that offers both privacy and convenience, along with access to exceptional amenities.”

London’s luxury hotel market has seen unprecedented price increases in recent years. According to Savills, average daily rates (ADR) in luxury hotels jumped by as much as 38% in 2024. Fasel notes that, while the post-Covid period saw a significant growth spike, the market is now stabilising. “The growth rate for 2024 seems flat,” he suggests. “We’re also anticipating another wave of new luxury inventory to hit the market in 2025 and 2026.”

Advisor advantage 

As for how Maybourne drives sales, Fasel gives great credit to travel advisors. “Our hotels are among the most-followed on Instagram, and we believe in the power of travel advisors to tell our story,” he says. “Relationships with the advisor community form one of my key pillars of business, and we’re generous in welcoming them to experience our hotels.”

Fasel is quick to point out that the group’s flagship properties – Claridge’s, The Connaught and The Berkeley – also remain at the forefront of the brand’s story. Following a major renovation, Claridge’s looks as strong as ever, still leading the charge in revenue per available room (RevPAR). 

“Claridge’s identity is closely tied to Mayfair, and we’ve worked hard to keep that sense of place intact,” Fasel says. “We’re also constantly innovating, especially in our food and beverage offerings, to ensure Claridge’s remains relevant.” Keeping him busy is another inspired idea: the opening of Claridge’s Bakery with chef and baker Richard Hart later this summer on Brook’s Mews, just behind the hotel.

Meanwhile, The Connaught remains deeply embedded in the fabric of Mayfair, he says, acting as the “living room” of that community. “Even if I didn’t work for Maybourne, I would have to say The Connaught has some of the best-curated spaces I’ve encountered,” he says. “You know, you can spend hours on strategies, but sometimes you miss the mark. But at The Connaught, everything just comes together so effortlessly.”