Mandarin Oriental Group unveils guest-centric vision and strategy for next 10 years

Mandarin Oriental Hotel Group has revealed a new branded, guest-centric vision and strategy for its next ten years of accelerated growth. The plan will build on the strength of its dual Asian heritage to create exceptional luxury hospitality experiences of the future. 

Under the leadership of CEO Laurent Kleitman, the group is focused on accelerating the development of its core proposition and investing in exceptional luxury experiences for its guests. It will continue to innovate its world-class proposition, putting the guest experience at the centre of everything.

A new app, due to be rolled out next year, is being designed to remove friction for guests on their journey to their hotel and throughout their stay while enhancing guests’ privacy by allowing them discrete ways of staying in touch with the hotel teams. 

Mandarin Oriental will also be rolling out its cake shops to more of its hotels around the world, providing a sophisticated and elegant patisserie offering that is a unique expression of the brand and an accessible touchpoint with it. 

There will also be a new Wellness 2.0 concept that builds on 25 years of expertise and innovation in this space. The offer will provide an enhanced holistic service combining physical, spiritual and medical elements of health and wellbeing for guests. 

The rebrand will also focus on growing the group's resorts and capital city portfolio as well as expanding in key regions including the Middle East, Japan and North America while continuing to expand in key capital cities across Europe.  

The group’s ambition is to double its portfolio over the next 10 years, while maintaining its commitment to quality and service. 

Kleitman said: “I am delighted to be able to deliver this new vision for Mandarin Oriental: ‘Fans of the Exceptional, Every Day, Everywhere’. It is one that will power the evolution of our guest offering for the next ten years. Mandarin Oriental embodies the core tenets of enduring luxury in the fast-changing world of global hospitality: legendary service, a relentless commitment to excellence, and a unique heritage combined with constant innovation of the guest experience. We are also excited to bring the world of Mandarin Oriental to more of the most beautiful, inspiring, and vibrant destinations across the world.” 

“Luxury has always been about creating desirability and memorable experiences. We treasure the preciousness of every moment spent with us and will continue to surprise and delight people at every opportunity – from our guests to our incredible colleagues, to our partners, to the communities where we operate,” he added. 

“We have begun this new chapter by sharing the new strategy with our 15,000 colleagues and our partners who are central to the delivery of the vision, and I am delighted that they have responded so strongly," he said.

Over the past 12 months and under the leadership of Kleitman, the group has announced a series of development projects to its portfolio, some of which will introduce new and exciting experiences to its guests, including a trio of distinctive boutique properties in Japan, strategically located around the picturesque Seto Inland Sea in Setouchi. 

Others include the restoration and rebranding of the former Gellert Hotel - a grande dame in Budapest with its thermal baths; the creation of a unique villa experience in Rome, housed in ten 19th-century villas; a luxurious hideaway resort with private residences located on Bali’s southern coast. 

These additions are part of the Group’s aim to accelerate the expansion of its portfolio around the world. Mandarin Oriental is focused on understanding and pre-empting the evolving needs of its guests and UHNW travellers – bringing the Mandarin Oriental experience to where they are, at the destinations they love, with service that delights.  

As it continues on its journey of accelerated growth, Mandarin Oriental will keep evolving the ways it operates to ensure a more harmonious experience for our guests, colleagues, partners, communities, and our planet. To celebrate this initiative, staff will be offered a paid day off, which is devoted to volunteering and has resulted in over 52,000 hours spent on giving back to local communities in 2023 alone. 

Kleitman continued, “Our strategy for growth will enable us to forge new and stronger partnerships, plan for the long-term, and make meaningful contributions to communities where we can have the greatest impact – all essential tenets of luxury hospitality.” 

“Sustainable and enduring luxury is about creating the time and space for the most precious experiences and relationships – with the world and with each other. Indeed, we believe diverse perspectives – combined with an inclusive culture and equitable opportunities – stimulate innovation, increase organisational agility and strengthen resilience to disruption,” he added.

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