COMO Hotels Eyes Unique European Growth
COMO Hotels & Resorts is setting its sights on expanding its European footprint by targeting destinations that larger hospitality brands tend to overlook. Known for its refined, off-the-beaten-path luxury properties, the brand is building its growth strategy around authenticity and distinctive guest experiences rather than conventional real estate metrics.
The luxury hotel group, which now operates 18 properties worldwide after launching its first hotel in London more than three decades ago, made its initial move into mainland Europe with a property in Tuscany. The estate was selected not only for its scenic charm but also for its connection to local culture—it produces its own wine and olive oil, reflecting COMO’s focus on immersive and authentic travel.
Speaking at Phocuswright Europe 2025, Doris Goh, executive vice president of COMO Hotels & Resorts, emphasized that the brand deliberately seeks out smaller, less commercialized destinations. According to Goh, COMO’s philosophy is rooted in going where “global brands don’t,” choosing locations that offer real character and depth, not just profitability. This includes remote villages and unique landscapes that appeal to a new wave of luxury travelers.
The trend toward remote and personalized experiences is shaping the future of luxury hospitality, and COMO is positioning itself at the forefront of this movement. Goh highlighted that the luxury travel market is expected to double in value to $4 trillion by 2034, fueled in part by “aspiring” luxury travelers. These travelers, who represent 35% of the market, are especially drawn to extreme, one-of-a-kind experiences and seek accommodations that match their adventurous and discerning tastes.
COMO’s expansion in Europe is part of a broader shift in the luxury hospitality sector, which is also seeing rapid development across Asia. Goh noted that the region’s luxury hotel pipeline is growing quickly, offering fresh opportunities for brands that can deliver distinctive travel moments.
In addition to new property development, Goh discussed changing dynamics in the digital travel space, particularly how online platforms are evolving from simple booking engines into sources of travel inspiration and curation. Distribution is no longer just about visibility, she said, but about storytelling and connection.
With its strategic focus on authenticity, meaningful locations, and immersive experiences, COMO Hotels & Resorts is carving out a unique space in the competitive luxury travel market. Its commitment to cultural integrity and personalized service appeals to a growing segment of travelers looking for something more than just a luxury label. As the global travel industry evolves, COMO appears ready to lead the way in redefining what modern luxury truly means.
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