New luxury hospitality brand Beckons launched this week, as owner KSL Capital Partners brought Baillie Lodges and Tierra Hotels under one umbrella.
With just nine lodges averaging about 25 keys each in Australia, New Zealand, Chile, and Canada, Beckons’ launch is designed to build a larger experiential luxury platform from two regionally established lodge brands.
“We need to build a portfolio, and when you start talking about building the portfolio, immediately, what came to mind was, let’s create a brand that we can build a portfolio within,” Beckons CEO Michael Crawford told Skift.
Situated in remote locations, Beckons properties address luxury for guests who are paying less for formal hotel theater and more for privacy, access, and experiences tied to a sense of place.
“They don’t want the formality. They want familiari