New Luxury Hotel Brand Launched

by Doug Gollan

The Aldrovandi Villa Borghese in Rome. Photo: Ciccicharles

Mytha Hotel Anthology is a new luxury brand that will initially cover seven luxury hotels, but is expected to expand with more locations in the near future. It is part of Turkey's Dogus Group, a global conglomerate with more than 55,000 employees in 30 countries with holdings in automotive, media, financial services, construction, real estate and tourism. The hotels were culled from the group's existing 18 properties and represent unique, iconic establishments in their locations. The hotels are Aldrovandi Villa Borghese in Rome, Argos in Cappadocia, Capri Palace, D Maris Bay, Il Riccio Beach House in Bodrum, Vill Dubrovnik and Villa Magna in Madrid.

Each hotel is described as a "unique one of a kind estate" and individuality is at the forefront. Each hotel will have its own unique scent developed from naturals local to the area. Food and beverage will be the same, with several of the restaurants already owning stars from Michelin. The company recently recruited longtime Loro Piana marketing boss Ludovica Cofrancesco as its global marketing & communications director as it seeks to build the brand to trade and consumers, as well as expand.

Cofrancesco told Travel Market Report that the company is looking to add iconic hotels on a global basis and with the backing of Dogus intends to become a key player in the high-end luxury category. "Our clients have beautiful homes. They don't need to travel anywhere, so when they do travel they want some that is relaxed and unique to its location, but something that is of the highest standard and something that will create a lasting impression." The launch took place this week at ILTM in Cannes.

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