Aston Martin in Hospitality: A Luxury Brand’s Shift to a New Experience Track

In an era where the boundaries between luxury motoring, design, and hospitality are becoming increasingly fluid, Aston Martin is preparing to make yet another spectacular “shift”: its entry into the hospitality industry. For the iconic British brand, which has become synonymous with the timeless elegance and power of supercars, the ambition to translate its design code into high-end living experiences is not just a luxury choice — it is a strategic move of differentiation, redefinition, and heritage.

From the gas to the suites

As Stefano Saporetti, brand diversification director at Aston Martin Lagonda, said, hospitality is “the next evolutionary step” for the brand, following the branded residences that have already been launched in markets such as Miami and Tokyo. The prospect of Aston Martin-branded hotels, combined with private racetracks, bespoke services, and collector’s items (such as high-end garages and elevators that take cars to suites), creates a new hybrid of luxury hospitality — inspired by speed, but dedicated to the experience.

“Luxury is shifting from possession to experience,” Saporetti stressed during a panel discussion at IHIF EMEA 2025. “We need to focus on how we deliver the best experiences — it’s no longer enough to just be a car company.”

Why now, and why tourism

Aston Martin’s entry into hospitality is not an isolated experiment in differentiation. Rather, it is part of a broader trend for luxury brands to expand their footprint beyond product into the realm of lifestyle and experience. As in the case of Ferrari World in Abu Dhabi, in which Saporetti himself participated almost two decades ago, the goal is to create a new base of friends for the brand through authentic, "experiential" contacts with it.

Participation in tourism offers Aston Martin a two-fold path: on the one hand, to establish its identity in new markets —geographic and age-related— and on the other, to maintain the character of exclusivity. As Saporetti emphasized, rarity is the fundamental principle of luxury marketing, and that is why the projects will be "limited, selective, and thematically unique".

Who will "lead" the experience

Although plans are still in the making, it is clear that Aston Martin is looking for partners from the hospitality sector who can accurately convey the same attention to detail and elegance that characterizes its vehicles. “We need an operator who can translate this level of luxury and precision into a functional hospitality experience,” Saporetti noted.

This requires not only high standards in design but also in the way the experience is offered to the guest, with bespoke services, intense personalization, innovative amenities, and, of course, the ability to directly connect with the world of the car.

From branded residences to hotels

The opening of Aston Martin’s branded residences in Miami in April 2024 was a catalyst. Although only 10% of buyers already owned a car from the brand, within a year, 60 new Aston Martin owners came from this audience. The fact that the residences are reselling for prices reaching $5.9 million shows that the value of the brand is directly translated into the value of real estate.

This success has led to a decision for careful, selective expansion, with the next major project called Astera, Interiors by Aston Martin, being designed in collaboration with developer Dar Global on Al Marjan Island in the UAE, next to Ras Al Khaimah’s first casino resort. The £200m project is due to be completed in 2028.

A new runway for luxury tourism

Aston Martin’s entry into hospitality doesn’t just bring another luxury brand to the travel industry. It brings with it a new way of thinking: how design, speed, and lifestyle experiences can be integrated into accommodation and entertainment. At a time when affluent travellers are looking not just for luxury accommodation but for stories, communities, and “life experiences”, the presence of brands like Aston Martin acts as an accelerator in upgrading the tourism product.

If the experience of driving an Aston Martin can finally be integrated into the accommodation package—through a collector car stay in the living room, through private tracks, or through the design environment itself—then the tourism industry doesn't just gain another name. It gains a new hospitality philosophy.