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The music-infused atmosphere of Sonata Bar & Lounge at Patina Osaka, which opened in May 2025. The Patina brand was launched by Capella Hotel Group.
Pullman Paris Montparnasse offered a French-Openthemed guestroom during the tennis tournament.
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including the forthcoming Janu Turks & Caicos, Janu Dubai, Janu Diriyah and Janu AlUla.
There’ s room for more brands, said Jamie Bruce, president of Teneo Hospitality Group, a representation and marketing firm, because traveler expectations and owner needs evolve faster than legacy flag architectures.“ New brands crystallize a clear point of view— purpose, price-to-value, guest experience and vibe— and give owners conversion-friendly playbooks instead of one-sizefits-all standards,” he said.
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THE WHITE SPACE RIGHT NOW IS EXPERIENCE- FORWARD, WELLNESS- LITERATE AND BIOPHILIC DESIGN AT A SENSIBLE PRICE POINT
– JAMIE BRUCE, PRESIDENT,
TENEO HOSPITALITY GROUP
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and not every brand is able to appeal to that need. Also, brands that can demonstrate that they care about the environment are taking market share.
In addition, Jacobs noted that brands need a narrative. With smaller brands,“ It’ s not just about great food and service, but there’ s a story behind them,” he said.
Gilles Cretallaz, COO of Dusit International, which recently introduced Dusit Hotels, said a number of trends, including Gen-Z travel and multi-generational trips, are driving new brands, especially flexible, conversion-friendly versions.
Aman Group, whose eponymous Aman Resorts is widely considered the pinnacle of luxury by a loyal following called Amanjunkies, launched a sister brand in 2020 called Janu, which is equally
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luxurious( and expensive), but where Aman is known for its tranquility and respite, Janu offers a more dynamic, social stage.“ It is a brand designed to feel more open and dynamic, inviting guests not just to retreat, but to engage, share and discover,” a representative from Janu said. Janu Tokyo opened in March 2024 and there is a global pipeline of 12 destinations for the brand |
FILLING GAPS Lodging companies maintain that their brand additions fill gaps; otherwise, there is no rationale for doing them. Patina, said Jacobs, fills a space between luxury and lifestyle hotels.“ Why can’ t you have a luxury lifestyle hotel with more vibe, with a focus on music and wellbeing and no white tablecloths? We call it transformative luxury.”
Cretallaz cited two clear holes that called for the creation of Dusit Hotels. First, there was a
LivSmart Studios by Hilton Tullahoma in Tennessee opened in July 2025 as the first property within Hilton’ s new midscale extended-stay brand.
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10 hotelsmag. com November 2025 |