Maybourne shifts sales focus from Middle

Maybourne Hotel Group has shifted its sales focus towards the US, UK and Europe. This move comes as the luxury operator deals with lower bookings from Middle Eastern guests, the Financial Times reports.

Chief executive Marc Socker told the FT that Maybourne had "proactively pivoted" towards other markets since the start of the Iran war in February. The US remains its largest source of guests. According to VisitBritain, bookings from the Middle East fell to around half their normal levels in March. This followed the US-Israel attack on Iran. July bookings remained below the same period a year earlier.

Maybourne is ultimately owned by the family of Qatari royal Sheikh Hamad bin Khalifa al-Thani. The group has acknowledged its exposure to the Middle East. It has not disclosed the proportion of its business derived from the region. Socker said the group had been able to replace some of the lost Middle Eastern business. Customers from the UK, US and Europe helped. This helped Maybourne increase revenue in the first half of 2026 compared with the same period last year.

Marketing strategies for new markets

In the US, Maybourne is placing greater emphasis on the heritage and traditions of its UK hotels when marketing to customers. For domestic British customers, the group is focusing on the opportunity to provide an escape from everyday life. Socker said relying on a single source of business was risky. Global markets are volatile.

Current operations and portfolio

Maybourne currently operates hotels in London, Beverly Hills and on the French Riviera. The group plans to nearly triple its portfolio to around 15 hotels by 2035. Its first Paris property is expected to open next year.

International expansion plans

The group is targeting potential openings in New York, Bangkok, Singapore and Tokyo. It is also looking at resort destinations in the Indian Ocean and Caribbean.

This month, Maybourne appointed José Silva as chair of its board. He is the former chief executive of UAE-based luxury hotel group Jumeirah Hotels and Resorts. This appointment comes as the group prepares for the next phase of its international expansion.

Despite its plans overseas, the FT stated that Maybourne is not currently prioritising further expansion in the UK. Socker said the group's London properties were already operating in an increasingly competitive market. This follows a wave of new luxury hotel openings.

The Chancery Rosewood opened in Grosvenor Square last year. St Regis London and Waldorf Astoria Admiralty Arch are due to open in 2026.