Marriott is converting a 146-residence Maui resort into a St. Regis, bringing the brand back to Hawaii after a quiet exit in 2022. The interesting part isn't the flag change... it's what "St. Regis service standards" means inside 4,000-square-foot residences on an island with a 2.5% unemployment rate.
The branded residence pipeline has nearly tripled in a decade, and now everyone from fashion houses to football clubs wants in. The problem? Most of them have never managed a Tuesday night noise complaint, let alone a luxury living experience.
Hotels cutting daily housekeeping call it guest preference. The franchise agreement calls it something else entirely.
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