Major Hotel Chains Are Rushing to Open at the Ends of the Earth
A private plunge pool is a flex. A top floor suite is a flex. A butler who maintains your trouser crease is a flex. But for the been-around-seen-that crowd, the latest, flashiest flex is an address in nowheresville.
In response, the world’s largest hotel groups are rushing to get in on the action, building where you would least expect them, at the ends of the earth.
More from Robb Report
Consider the case of the Moxy Tromsø (just $150 per night), which opened in June more than 200 miles north of the Arctic Circle. It’s the northernmost hotel in the whole of Marriott Bonvoy; no small feat in a group that incorporates more than 8,000 properties.
“Expansion for the Moxy brand is less about being everywhere, in every market, and more about finding the right destinations that help us honor the playful spirit of the brand,” says Brian Jaymont, global brand leader for Aloft Hotels and Moxy Hotels.
The Tromsø hotel is the third Norwegian outpost for Moxy, joining properties in Bergen and Oslo.
But no one is coming here—to a latitude above 69 degrees north—to stay at an economy hotel. Rather, the hotel serves as a gateway to two seasons of exploration. In the summer, travelers revel under the midnight sun that never sets. In the winter, it’s all about getting a glimpse of the Northern Lights— visible from the balcony of the hotel’s Sky Bar. A fireside shot of aquavit will be waiting for you back inside when you’re ready to warm up and enjoy the hygge vibes.
“When travelers are exploring a new destination—particularly one that is a bit off the beaten path—they want to stay somewhere they can trust,” Jaymont says, noting that new destinations in the years ahead range from (A)uckland to (Z)anzibar.
Marriott Bonvoy in particular is pushing into areas that were formerly the purview of ultra-exclusive, private lodges. In April JW Marriott Masai Mara Lodge debuted in Kenya ($1,450 per night, all-inclusive), and new a JW Marriott Serengeti Lodge in Tanzania is eyeing a 2026 launch.
Hyatt is also going where no-chain has gone before. Its Unbound Collection is behind the Commune By The Great Wall ($177 per night), which opened in 2021 in rural Beijing. It’s connected via a private path to an unrestored section of the Great Wall. That’s the type of experience that gets brought home with travelers and becomes a relished memory.
“For the Unbound Collection, it’s all about the story, that’s what the beauty of this brand is,” says Katie Johnson, global brand head for Hyatt’s Independent Collection. “These are one-of-a-kind, curated experiences that are different from anything else.”
When The Great Wall is just too well trafficked for you, consider a visit deep into China’s northwestern interior with a stay at the Conrad Urumqi ($129 per night). The luxury brand in the Hilton family brings travelers to the capital of the Xinjiang Uyghur Autonomous Region with this property, which debuted in 2021.
Sometimes off the beaten path destinations are even hidden away within parts of the world you may otherwise be familiar. While the Caribbean is no secret, how many people, in comparison, head to Roatán Island off the coast of Honduras? Add your name to the list by checking into the Kimpton Grand Roatán Resort + Spa ($329 per night). The 119-room property in the IHG Hotels & Resorts portfolio opened this October on West Bay Beach. The hotel places visitors on the precipice of the Mesoamerican Barrier Reef System, second largest in the world, and all the wonderful diving and water recreation it offers.
Now that it’s easier than ever to go where you’ve never been, just one thing remains: the bragging rights of getting there before your friends do.
Best of Robb Report
The Ultimate Miami Spa Guide: 15 Luxurious Places to Treat Yourself
The 7 Most Insanely Luxurious Spas in the World, From Tokyo to Iceland
17 Reasons the Caribbean Should Be at the Top of Your Travel Itinerary
Sign up for Robb Report's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
