The renowned hospitality brand, The Standard Hotels, continues its global expansion with a strategic focus on Europe and beyond, aiming to redefine luxury travel experiences. With its roots firmly established in the United States, The Standard has made significant international strides since the debut of The Standard, London, in 2019 and The Standard, Ibiza, in 2022, among other notable locations. Spearheaded by Amber Asher, CEO of Standard International, the parent company, The Standard Hotels sets itself apart by offering unique culinary experiences, vibrant nightlife, and collaborations with renowned designers and artists.
The latest ventures mark The Standard's foray into Europe with upcoming properties slated for Brussels, Lisbon, and Dublin. These cities represent untapped markets for luxury lifestyle brands, as emphasized by Amber Asher. The Standard, Brussels, is set to open its doors in the former World Trade Center in the first half of 2025, promising a harmonious blend of nature and modernity with its proximity to a greenhouse and botanical garden.
Similarly, The Standard, Lisbon, will breathe new life into a historic naval hospital in the heart of Alfama, Lisbon's oldest neighborhood. With captivating views of the water, this property will offer 172 guest rooms and 32 residences, complemented by amenities such as a pool deck, panoramic terrace, and innovative dining options, including a live-fire cooking restaurant and a bar housed within a restored pharmacy.
A defining characteristic of The Standard's expansion strategy is its commitment to repurposing existing buildings with unique historical significance, a testament to its appreciation for local heritage and culture. Amber Asher emphasizes the brand's ethos of creating memorable experiences by selecting destinations that resonate with guests' desires, whether it's discovering hidden gems or revitalizing emerging locales.
The Standard Hotels sets its sights on further global expansion, particularly in Latin America, where opportunities abound to develop culturally rich and immersive hospitality experiences. As the brand continues to evolve in the luxury space, it redefines the notion of luxury beyond traditional markers like thread count, emphasizing experiential elements and authentic connections with destinations and communities.
The Standard Hotels represents a beacon of innovation in the hospitality industry, elevating design, culinary offerings, and guest experiences to new heights. As travelers seek out unique and transformative experiences, it remains at the forefront, pioneering a new era of luxury travel that prioritizes exploration, connection, and discovery.
The Standard Hotels' expansion across Europe and beyond underscores its commitment to redefining luxury travel experiences while celebrating the rich tapestry of global destinations. With each new venture, The Standard continues to set the standard for innovative hospitality, inviting guests to embark on unforgettable journeys of discovery and delight.
