The Auberge Collection, a luxury hotel group owned by the Friedkin Group, is preparing to enter the London market with the launch of its first British property in spring 2027. The new hotel will be housed in 94 Piccadilly, a Grade I listed Palladian mansion with a rich historical pedigree. Owned by billionaire Reuben brothers, the building has hosted figures such as Queen Victoria and Lord Palmerston and was formerly the headquarters of the exclusive In and Out Club.
Christian Clerc, chief executive of Auberge Collection, emphasized London’s status as a premier global destination, dismissing recent negative perceptions about the capital. He described London as a top-tier location for travelers worldwide and outlined plans to transform the 102-bedroom Cambridge House Auberge into a luxury flagship featuring high-end restaurants, bars, a spa, and a private members’ club. The project forms part of a broader £1 billion redevelopment of the 1.3-acre Piccadilly Estate led by the Reuben brothers.
London’s luxury hotel sector has expanded significantly in recent years, with established names such as the Ritz, Claridge’s, and the Savoy continuing to dominate alongside newer entrants like Raffles, which opened in 2023 in the Old War Office, and Rosewood’s Chancery, established in 2024 in the former American embassy. Hilton is also set to open the Waldorf Astoria at Admiralty Arch later this year. Although Clerc acknowledged the vibrancy of this market, he criticized some new properties for their generic design, arguing that Cambridge House Auberge’s strong connection to London’s unique context will set it apart.
Auberge Collection, which currently operates 39 properties primarily in North America, expects its strong brand recognition there to attract a wave of U.S. visitors to London. Clerc noted that the U.S. remains a significant source of tourists to the UK, with VisitBritain forecasting 5.3 million American visitors spending an estimated £7.4 billion in 2026. Nevertheless, the group aims to appeal to a broader international clientele and to integrate the hotel into local life. Clerc stressed the importance of engaging not only travelers but also London residents, highlighting the role of dining and wellness offerings as key points of appeal beyond overnight stays.
The hotel’s culinary centerpiece will be Major’s, a new grill concept developed with New York’s Major Food Group, known for Carbone. Major’s will offer upscale dining experiences including tableside preparations, caviar, and seafood towers within a relaxed atmosphere free of formal dress codes. Complementing the dining experience, Cambridge House Auberge will feature a three-story wellness sanctuary with hydrotherapy, a heated pool, treatment rooms, a bathhouse, and a gym.
Despite lingering uncertainties related to geopolitical tensions and a general slowdown in the broader luxury goods market, Clerc expressed optimism about the resilience of the luxury hospitality sector. He noted a shift in consumer preferences toward experiences over traditional luxury items, a trend driven particularly by younger generations. He identified Gen Z as the fastest-growing segment among the Auberge clientele, alongside the established patronage of baby boomers and Generation X. Clerc summarized the outlook by highlighting the ongoing global expansion of generational wealth and the enduring appeal of high-end luxury experiences.