One&Only Resorts vows to ‘protect brand’s DNA’ as it grows

Luxury hotel brand One&Only Resorts has vowed to “protect the DNA of the brand” as it prepares for global expansion.

Matt Georgiou, global head of operations at Kerzner International brands One&Only Resorts, Siro and Rare Finds, told delegates at Aspire’s Leaders of Luxury conference on June 22: “We’ve seen other hospitality brands grow too fast – we believe that scarcity is part of the ultra-luxury brand experience.” 

The group currently has a cap of 35 properties worldwide to maintain its exclusivity.

However, with 14 properties currently operating and nine in the pipeline, Georgiou added that the cap “is not set in stone” and that the final number of One&Only Resorts “could be 32, could be 35, could be 38”.

The brand’s portfolio is expanding in the US, with One&Only Hudson Valley in New York anticipated to debut in 2028, following the launch of alpine property One&Only Moonlight Basin in Montana at the end of 2025.

Georgiou said: “We’re going to focus on a lot of projects in the US and set up an office in Miami.”

Other openings from the brand on the horizon include One&Only Antigua in 2027, One&Only Fiji in 2029 and One&Only Courchevel in 2030.

Georgiou told Leaders of Luxury delegates that Courchevel is a key opening for the brand, as ski holidays are becoming “increasingly popular” as people take more holidays per year.

He added: “We would like to increase our footprint in this type of destination across Europe.”

During the event, Georgiou also revealed that One&Only Resorts is “working very hard” to find a London address for the brand.