Maybourne, the operator behind London’s ultra-luxury Claridge’s hotel, has adjusted its marketing strategy to attract more customers from the US and Europe as bookings from the Gulf region declined following the Iran war in February. Chief executive Marc Socker said sales teams have "proactively pivoted" to other markets since the start of the conflict. Visit Britain reported that bookings from the Middle East to the UK dropped to about half their normal levels in March, remaining "well behind" 2025 figures by July.

Maybourne, ultimately owned by Qatari royals Sheikh Hamad bin Jassim bin Jaber al-Thani and Sheikh Hamad bin Khalifa al-Thani, had "quite some exposure" to the Middle East but managed to replace that business with stronger demand from the UK, US, and Europe, allowing revenue growth in the first half of 2026. The company has appointed José Silva, former CEO of Jumeirah Hotels & Resorts, as board chair as it expands internationally. Maybourne plans to nearly triple its hotel count to around 15 by 2035, with a Paris opening next year and potential sites in New York, Bangkok, Singapore, Tokyo, and resort destinations in the Indian Ocean and Caribbean.

Expansion within the UK is not a current focus due to rising competition from new five-star properties like The Chancery Rosewood and upcoming St Regis London and Waldorf Astoria Admiralty Arch.