Bentley diversifies further into hospitality
British luxury carmaker Bentley Motors has recently opened a mountain lodge in Kitzbühel, Austria, at the foot of the famous Hahnenkammrennen downhill ski race and 500 meters away from the city center. The design is inspired by the techniques, materials and finishes of Bentley’s car interiors and uses Tyrolean stone pine wood as well as natural stone from the Upper Tauern region.
The Bentley Lodge is a full-serviced and luxuriously furnished chalet in the midst of the Alpine hot spot. The lodge can be rented on a weekly basis, reaching 10,400 euros per week in the high season.
Easily accessible from Munich, Innsbruck and Salzburg, the Bentley Lodge is ideally positioned to welcome guests year-rounnd, offering prime views of the legendary Hahnenkamm Streif with year-round sports, events and activities.
The Bentley Lodge is managed under a third party agreement by the Kitzbühel Country Club, an entertainment and wellness complex. Ironically, the Country Club has a partnership with Mercedes-Benz.
The Bentley car brand has already diversified into home collections through a licensing agreement with Italian Luxury Living Group; hospitality with St Regis Hotels (Starwood Hotels) Bentley themed Suites at St Regis locations in New York and Istanbul; smartphones – Vertu for Bentley; as well as fashion and leather accessories including handbags and luggage.