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Thomas House,
84 Eccleston Square,
London SW1V 1PX
Thomas House,
84 Eccleston Square,
London SW1V 1PX
Maybourne Appoints LUUX Media as Global Performance Marketing Partner
Maybourne, operator of some of the world’s most extraordinary and storied luxury hotels, has appointed LUUX Media as its global performance marketing agency, with a broad remit including the group’s expanding collection of branded residences.
The appointment of LUUX, who will lead paid search, paid social and performance creative, marks a deliberate strategic step for Maybourne as part of its digital transformation, Having recently defined their technical architecture, launching a fully-integrated website, mindful adoption of AI and expansion of the House of Maybourne. Critically, Maybourne is launching prestigious branded residential developments in highly selective micro-locations such as Saint-Germain, Paris, the first branded residences of their kind in the city, meaning that they required a partner with the thought-leadership, precision and audience intelligence to match that ambition.
“Our purpose at Maybourne is to create stories of distinction based on our Born in Mayfair timelessness and relevancy to global luxurians” says Simon Scoot, Chief Commercial Officer at Maybourne. “Therefore, we sought a world-class agency partner that cared as deeply about this as we do and had both the technical and emotional understanding of the motivations, desire and purchase intent of international mobile ultra-high net worth individuals and the capability to target them with best-in-class, engaging content in a way that is arresting rather than distracting. We believe we have found this with Chris and his uber talented and dedicated team.”
The residential side of the mandate has already produced early results that speak to the quality of LUUX’s targeting approach. The agency works with a proprietary audience intelligence system built around verified UHNW device and behavioural data, allowing it to reach buyers at the level Maybourne’s residential portfolio demands, rather than approximating that audience through conventional means.
“What has stood out is the quality of the leads,” says Charlie Walsh, Global Head of Residential Sales at Maybourne. “We are speaking to highly qualified buyers, the kind of audience that is notoriously hard to reach in our space. The targeting capability LUUX has built translates into conversations that actually move. For projects of this stature, that is exactly the standard we needed.”
LUUX was founded by Chris Wilson and Kevin Hilton and works with a select group of luxury brands across real estate, hospitality, finance, yachting, jewellery, and private aviation, among other premium sectors, with a consistent focus on precision over volume. The Maybourne mandate reflects LUUX’s continued momentum in luxury hospitality and branded residences, reinforcing the agency’s role as a specialist partner for brands seeking to engage the world’s most discerning audiences.
“Being trusted with a portfolio of this calibre means a great deal to our team,” says Chris Wilson, Founder and CEO of LUUX. “Maybourne holds itself to a standard that very few groups in the world match, and that is exactly the kind of brief that brings out the best in what we do. We bring targeting intelligence and creative optimisation that match to that standard, and the early numbers confirm we are moving in the right direction together.”
The full programme is now live across hotels and residences, with paid media and new creative work already in-market. Further case study data from both programmes is expected later in 2026.
About Maybourne:
Maybourne operates Claridge’s, The Connaught, The Berkeley, The Emory in London as well as The Maybourne Beverly Hills and The Maybourne Riviera, some of the world’s most legendary luxury hotels. Maybourne is committed to inspiring extraordinary experiences that reflect the individual nature of its hotels, its guests and its colleagues whilst maintaining a timeless and intuitive service style that are the hallmarks of its properties.
Earlier this year, Maybourne announced The Maybourne Saint-Germain, Paris, a hotel, and the first branded residences for both Maybourne and in the city, opening in 2027. Committed to an exciting, strategic expansion, Maybourne will be announcing further locations, hotels, and residences in the coming months.
About LUUX Media:
LUUX Media is a luxury performance marketing agency specialising in connecting brands to HNW & UHNWI’s globally. The agency also operates a proprietary audience intelligence platform and works with a select group of the world’s most considered luxury brands.
