NEWS: Kempinski Unveils “The Good Life” Vision as It Accelerates Global Ultra-Luxury Expansion

Europe’s oldest luxury hospitality group sets course for a refreshed brand identity, strategic asset growth, and expansion into Southeast Asia, the Middle East, and North America

Kempinski Hotels, Europe’s oldest luxury hospitality group, has announced a major strategic evolution centered on a new ultra-luxury brand philosophy, “The Good Life,” as it seeks to redefine its global positioning for the modern luxury traveller.

The company is planning to extend the new brand vision into key growth regions, including Southeast Asia and the Middle East, while also targeting its first entry into North America as part of a broader international expansion strategy.

A Modern Interpretation of Heritage Luxury

Chief Executive Barbara Muckermann said the transformation is designed to balance Kempinski’s historic legacy with contemporary luxury expectations.

“We will recalibrate the business and brand strategy to bring heritage back to life with the modern traveller in mind,” Muckermann said. “The goal is to create a distinctive and elevated experience that reflects both our European heritage and the evolving definition of ultra-luxury hospitality.”

At the core of this repositioning is “The Good Life,” a new ultra-luxury branding statement that will guide future developments, property investments, and guest experience design across the portfolio.

Strategic Shift Toward High-Value Asset Ownership

As part of its long-term transformation, Kempinski is also shifting toward a more asset-heavy investment strategy, focusing on acquiring and developing landmark properties in premier luxury destinations.

A key milestone in this approach is the acquisition of the historic Augustine Hotel in Prague, a property that the company describes as a flagship for its evolving brand identity.

“This investment offered a unique and compelling opportunity to secure a heritage asset in a top-tier European luxury destination,” Muckermann explained. “It also serves as a grand showcase for ‘The Good Life’ as the future of Kempinski as an ultra-luxury brand.”

The Augustine Hotel: Blueprint for the “Kempinski of the Future”

The 101-room Augustine Hotel, located within a functioning 13th-century monastery in Prague, will become the first physical expression of Kempinski’s next-generation brand concept.

Previously operated under The Luxury Collection by Marriott International and Rocco Forte Hotels, the property is now set for a full refurbishment and transformation under Kempinski’s direction.

Muckermann said the hotel will serve as a blueprint for what she described as “the Kempinski of the future,” combining architectural heritage with immersive, experience-led luxury.

The property is scheduled to undergo comprehensive renovations ahead of its official rebranding as a Kempinski hotel in late 2026.

Expansion Across Key Global Markets

Alongside its European repositioning, Kempinski is accelerating expansion plans in high-growth luxury travel markets. Southeast Asia and the Middle East remain central to the company’s development pipeline, while North America has been identified as a new strategic frontier for brand entry.

The company said these regions will play a critical role in scaling its “The Good Life” concept globally, bringing a consistent yet locally adapted ultra-luxury experience to new and existing guests.