万豪发布新品牌：瑞吉庄园 (St. Regis Estates)

“瑞吉庄园“发布，2027首店上线

万豪集团于近日宣布了旗下瑞吉品牌新线：瑞吉庄园 (St. Regis Estates)，加州的 The Resort at Pelican Hill 完成翻新后将于2027成为该品牌的首发成员。

St. Regis Estates 品牌线会着重选择具有：深厚历史、广阔领地、卓越设施的庄园式物业，致力于以现代方式延续曾经 Astor 家族的庄园生活传统。每个庄园都会以其历史意义与自然环境为基础，并由 St. Regis 重新诠释，用服务为住客传递 Astor 家族的温度与优雅，呈现出住宅式的亲密感、深植当地文化的体验以及为悠长度假而生的专属时刻。

St. Regis Hotels & Resorts today unveils St. Regis Estates, an ultra-exclusive brand expression reserved for legacy-rich, leisure-led estates – rarified hotels defined by significant history, expansive grounds, and extraordinary amenities.

Born from a rising desire for privacy, authenticity, and a deeper emotional connection to place, St. Regis Estates brings the House of Astor’s tradition of grand estate living into the modern era. Just as generations of Astors cultivated extraordinary homes both within the city and across the countryside, their retreat estates offered another expression of their lifestyle – places where natural beauty, refined simplicity, and cultural connection created space for meaningful celebration. St. Regis Estates continues that legacy for today’s luxury traveler, introducing destinations shaped by character, setting, and heritage rather than spectacle or trend.

Each Estate is selected for its historical resonance and extraordinary natural surroundings, then thoughtfully reinterpreted through the St. Regis lens. This approach creates a residential sense of intimacy paired with architectural grandeur; cultural and culinary experiences that draw directly from the land and local stories; rare, estate-only moments curated for long, leisurely stays; and service that reflects the Astor family’s signature balance of warmth, discretion, and finesse. The expression champions properties whose heritage has shaped their identity over generations, honoring the vision of founders and longtime stewards while elevating their legacy with the brand’s contemporary perspective.

一些个人看法：是否新品牌、对比丽思隐世

从瑞吉庄园的发布和定位，大家肯定会想到丽思卡尔顿隐世 (Ritz-Carlton Reserve)。瑞吉和丽思卡尔顿都是万豪旗下的奢华品牌，如果不是因为 SPG 被收购的原因，这俩就会是最直接的竞争对手。作为升级版的瑞吉，去对比升级版的丽思卡尔顿也是自然的。

目前丽思卡尔顿隐世基本是一个独立的品牌了，而不是仅是作为丽思的副牌，其在建立之初甚至是不参与万豪旅享家体系的，现在会员待遇和其他品牌有较大区别。那么瑞吉庄园将来也会是一个”独立“品牌吗？至少万豪自己的新闻稿里说的不甚清晰，而且从发布到2027正式上线还有一年多时间，中间发生什么也不好说。我个人感觉瑞吉庄园可能还是会和丽思隐世一样走偏独立的路线，新闻稿入选标准似乎都非常高，单独用一个品牌运营会有助于维持品牌形象，和”普通瑞吉“区分开。

实际上现在万豪系统里 The Resort at Pelican Hill 是没有分配品牌的，日后专门挂牌 St. Regis Estates，这样看来也是想有品牌区分度。

对比丽思隐世，这两者倒是不太有重合度。虽说都是定位顶奢度假，丽思卡尔顿隐世更专注于隐秘度假村的体验（看看目前开业了哪些丽思隐世就很明显了），但瑞吉庄园从目前公布的标准看起来更像是酒店版的各类奢华私人会所（新闻稿里特意说了 Astor 家族在城市和乡村都搞的庄园式体验）。

关于万豪旅享家待遇，如果真走偏独立路线，大概率会模仿甚至直接就复用现在丽思隐世的会员待遇表格。按照计划 The Resort at Pelican Hill 将进行翻新，等等看真正翻新后上线时的效果及更多品牌细节吧。