In a significant step towards bolstering its presence outside of Europe, London-based Corinthia Hotels has officially entered the North American hospitality market. The luxury group’s newest addition, The Surrey, located on Manhattan’s Upper East Side, reopens after extensive renovations that enhance its historical charm, originally established in 1926. This strategic move aligns with Corinthia’s vision to expand its brand into pivotal global markets, beginning with one of the most notable cities in the world—New York.
Simon Casson, who previously spent over three decades at Four Seasons Hotels and Resorts, took the reins as CEO of Corinthia in April. His leadership marks a new chapter for the brand, which is primarily known for its presence across Europe, the Middle East, and Africa. According to Casson, launching a property in New York is a monumental achievement for a brand of Corinthia’s size. He emphasized, “There’s immense brand value in opening in New York,” indicating the city’s potential as a fertile ground for luxury hospitality.
The Surrey is currently progressing through a phased opening, with around half of its rooms now operational, suggesting that Corinthia is keen to ensure a smooth launch as it establishes its foothold in the competitive U.S. market.
The essence of Corinthia Hotels lies in its ability to blend boutique charm with opulence, a theme that Carpons through its existing eight hotels across diverse regions. This deliberate strategy aims to distinguish its offerings from competitors by encapsulating a more personalized guest experience intertwined with grandeur. Casson mentioned that the Surrey project serves as a platform to “elevate and grow” the brand, enhancing its luxury standards through ongoing evaluations and investment in existing properties, such as the Corinthia Budapest.
As part of this growth strategy, Corinthia has ambitious plans to expand by introducing additional hotels in Europe and beyond. Scheduled openings include properties in Brussels, Bucharest, and Rome over the next year, alongside developments in Doha, the Maldives, and Riyadh, as well as discussions for more locations in regions like Southeast Asia and the U.S., including Miami and Los Angeles.
Nestled at the intersection of East 76th Street and Madison Avenue, The Surrey features a contemporary design infused with historical elements, showcasing a total of 70 guest rooms, including 30 suites and 14 private residences. The renovations breathe new life into the hotel, further enhanced by the addition of The Lounge by Casa Tua, where guests can indulge in delightful coffees and light bites throughout the day.
The property stands out with a partnership with Sisley Paris to create The Surrey Spa, emphasizing the hotel’s commitment to providing a luxurious guest experience. Casson’s description of the hotel as a “love letter” to New York resonates through its curated collection of local artists’ works and suites inspired by the iconic bridges of Central Park. The spotlight on local culture and design reflects a deeper understanding of the city’s spirit, catering to both tourists and residents.
With entry-level rates starting around $1,200 per night, The Surrey positions itself firmly within the luxury market segment. Early reports indicate a robust interest in its members-only club, with numerous memberships sold even before the hotel’s full operational status. This suggests a promising reception among the New York elite and an eagerness to be part of this prestigious establishment.
As The Surrey continues to find its rhythm under Casson’s leadership, Corinthia Hotels aims to refine its approach to luxury and service. Whether through targeted renovations of existing properties or the introduction of new hotels, Corinthia is poised to carve out its niche in the competitive landscape of global hospitality, fostering a unique blend of elegance and personalized service that champions the spirit of the destinations it inhabits.
Corinthia Hotels’ entry into the U.S. market with The Surrey signals a bold step in its expansion strategy. As it strives to meld its storied European elegance with the vibrant pulse of New York, the hotel promises to be not just a place to stay but an experience that captures the essence of luxury hospitality. With ambitious plans for growth and a clear commitment to the guest experience, Corinthia is on a trajectory of transformation that embraces both tradition and innovation.