The Aman group has officially opened reservations forAmanvari, its future ultra-luxury resort in Mexico, with an inauguration announced for August 1, 2026. According to the specialized press, this opening marks a new stage in the North American expansion of the group led by Vlad Doronin.
But behind this hotel launch, a much more ambitious strategy is taking shape. In Baja California, already highly competitive with major luxury brands, Aman isn't simply looking to open a new establishment. The group is attempting to create its own ultra-premium destination around Costa Palmas and the Sea of Cortez.
Summary
Aman chooses a different vision of luxury in Mexico
The Amanvari will be located within Costa Palmas, a private community on the east coast of Baja California, Mexico. Unlike Los Cabos, which is largely dominated by major international resorts, this area remains much more secluded and unspoiled.
According to the specialized press, Aman is banking here on one of the rarest assets of today's ultra-luxury tourism: isolation.
The resort will feature only 18 Casitas of 82 m² each, as well as a limited number of private residences. Each unit will have a terrace, a heated swimming pool, and an outdoor shower with views of the region's desert landscapes.
The architectural project was entrusted to Studio Elastic, with a minimalist aesthetic faithful to the visual identity of the Aman group.
Why is the Amanvari already attracting the attention of luxury agencies?
For professionals in the high-end tourism sector, this launch goes far beyond the simple novelty effect.
Firstly, because the Aman brand has an extremely loyal customer base. In the ultra-luxury sector, some travelers now choose the brand even before the destination.
Secondly, because the product ticks several strong trends in the premium market: low density, ultra-confidentiality, experiential wellness and strong personalization of stays.
The resort will include an Aman Spa inspired by the Mexican Temazcal, as well as two Hydro Houses with banya and hammam.
Gastronomy will also occupy a central place with Arva, the group's signature Italian restaurant, a Japanese omakase counter called Sesui and Luma, dedicated to coastal Mexican cuisine.
The Sea of Cortés becomes a strategic asset
According to several industry observers, the choice of the Sea of Cortez is not insignificant.
Historically, some of Los Cabos' premium resorts have suffered from beaches that are difficult to develop due to Pacific currents. Conversely, Costa Palmas benefits from much calmer waters that are suitable for swimming year-round.
For wealthy families and travelers seeking exclusive beach holidays, this element becomes a major selling point.
The resort will also offer direct access to the private marina of Costa Palmas, a Robert Trent Jones II golf course, and excursions to the Cabo Pulmo National Marine Park.
Cabo Pulmo could become a new premium selling point
Still relatively discreet on the European market, Cabo Pulmo is increasingly attracting the attention of the experiential luxury segment.
This national marine park, located in the Sea of Cortez, is home to one of the richest coral reefs in North America. Sea turtles, manta rays, and private diving are among the experiences highlighted around the future Amanvari.
For agencies specializing in UHNW clientele and tailor-made travel, this positioning allows Aman to differentiate itself from the more traditional luxury resorts of Los Cabos.
A strategic opening for Aman in North America
The opening of Amanvari is part of a much broader expansion strategy by the Aman group in the Americas. Several projects are currently announced or under development, notably in Miami Beach, Beverly Hills, and Texas, according to the trade press.
The choice of an August opening may seem bold given the high summer temperatures in Baja California. However, the strength of the Aman brand and the rarity of the product could more than compensate for this seasonal effect.
In ultra-premium luxury, desirability often relies more on exclusivity and rarity than on the destination itself.
Amanvari could become one of the most closely watched hotel launches of 2026
With only 18 Casitas, deliberately discreet communication and an ultra-confidential positioning, Aman is applying to Mexico a recipe that has already proven successful in several iconic destinations.
According to the specialized press, the Amanvari could quickly become one of the most watched openings in the luxury hotel market in 2026.
For premium tourism professionals, this project mainly confirms a fundamental trend: the wealthiest travelers are now looking for rarer, more isolated and much less exposed experiences than traditional luxury destinations.
Sources
- https://mistertravel.news/2026/05/25/ultra-luxe-aman-ouvre-les-reservations-de-lamanvari-au-mexique-pour-aout-2026/
- https://www.aman.com/resorts/amanvari
- https://costapalmas.com/
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