Doubling in a Decade? Mandarin Oriental's Grand Strategy

On April 10 this year, Mandarin Oriental unveiled its first brand visual refresh in 40 years since its founding. From the iconic golden fan to a minimalist modern black-and-white design, from classic typography to a new theme color, and comprehensive upgrades extending to details like room keys, bookmarks, and pens, this luxury hotel brand with rich Eastern charm is embracing the next 40 years with a more contemporary stance. Under the leadership of new CEO Laurent Kleitman, Mandarin Oriental is accelerating its strategy to "double its hotel portfolio within the next decade." With the rollout of its new brand visuals, upgraded app, and global pipeline projects, the group is positioning itself as more agile and digital-savvy to welcome a new generation of "fan followers." The brand's declaration—"Fans of the Exceptional, Every Day, Everywhere"—gains deeper emotional resonance through the cinematography of its newly released microfilm *Inside the Dream*. Today, let’s explore the group’s evolving Eastern narrative through its 35 upcoming projects: ▪️ Shanghai Landmark Mandarin Oriental (2026) Shanghai West Bund Mandarin Oriental (2027) Hangzhou Mandarin Oriental (2026) Nanjing Mandarin Oriental (2025Q4-2026Q1) Suzhou Mandarin Oriental (2026Q2) *Chongqing Mandarin Oriental (stalled) Chengdu Tianfu Mandarin Oriental (2028) *Fuzhou Mandarin Oriental (uncertain) Setouchi Takamatsu Mandarin Oriental (2027) Setouchi Naoshima Mandarin Oriental (2027) *Setouchi Shodoshima Mandarin Oriental (2030+) Desaru Coast Mandarin Oriental (2026.1) *Saigon Mandarin Oriental (uncertain) Da Nang Mandarin Oriental (2026) Bainun Mandarin Oriental (2026) Bali Mandarin Oriental (2027) Maldives Mandarin Oriental (2025+) Downtown Dubai Mandarin Oriental (2025.10.1) Kuwait Mandarin Oriental (2028) Tel Aviv Mandarin Oriental (TBD) Cairo Shepheard Mandarin Oriental (2025Q4-2026Q1) London Bankside Fields Mandarin Oriental (2028) Paris Lutetia Mandarin Oriental (2025.4) Amsterdam Conservatorium Mandarin Oriental (2026.1) Rome Mandarin Oriental (2026Q4) Venice San Clemente Palace Mandarin Oriental (2026.4) Porto Cervo Mandarin Oriental (2026Q2) Cortina Cristallo Mandarin Oriental (2025Q4) Mallorca Punta Negra Mandarin Oriental (2026Q2) Budapest Gellért Mandarin Oriental (2027) Vienna Mandarin Oriental (2025.11.28) Athens Mandarin Oriental (2027Q2) Miami Mandarin Oriental (2030+) Puerto Rico Mandarin Oriental (2028) Grand Cayman Mandarin Oriental (2028Q1) Mayakoba Kanai Mandarin Oriental (2028) ▪️ From the legendary origins of The Oriental, Bangkok in 1876, to the birth of the fan emblem at Hong Kong’s historic Mandarin in 1985, and now its 2025 transformation, Mandarin Oriental continues to craft its Eastern chapter in luxury hospitality by balancing tradition and innovation. Are you ready to unlock the next fan?