Aman Resorts opened three properties across three continents in 2025, marking its first U.S. expansion in more than 10 years and confirming a structural shift from remote sanctuaries to mixed-portfolio positioning. The New York debut, the Tokyo launch under the new Janu sub-brand, and the 18-casita Amanvari in Baja's East Cape arrive within months of each other — a pace the operator has not maintained since the early 2000s.
The Manhattan property places Aman inside the Crown Building at Fifth Avenue and 57th Street, a location with approximately $4.5 billion in adjacent retail and hospitality inventory. The operator had not opened a U.S. property since 2015, when its Utah desert resort launched. Tokyo's Janu brand — Sanskrit for "soul," in contrast to Aman's "peace" — marks the first sub-brand segmentation in the company's 36-year history. Vlad Doronin, Aman's chairman and CEO, cited "evolving needs of global travellers" in the launch statement. Amanvari in Baja brings 18 casitas to the Sea of Cortez, with access to a marine park and estuary system that limits development radius to roughly 12 kilometers of coastline.
The timing matters for family offices allocating to hospitality debt or equity. Aman's parent company, Aman Group, raised capital at a valuation near $2 billion in 2022, according to filings reviewed by regional analysts. The New York property alone required approximately $350 million in capital, split between acquisition, conversion, and brand integration. The urban pivot suggests Aman is pricing demand for 250-plus room-night experiences in gateway cities, not just $3,000-per-night wilderness isolation. That pricing corridor — between $1,800 and $2,400 per night in urban settings — allows Aman to layer residences, which now account for nearly 40% of its development pipeline. The Janu launch in Tokyo tests whether the brand can operate two hospitality languages under one holding structure without cannibalizing its core ADR of approximately $1,650 globally.
Beverly Hills remains on the development schedule, with entitlement filings visible in Los Angeles County records as of Q4 2024. That property would place Aman within 800 meters of the Maybourne Beverly Hills and Peninsula Beverly Hills, creating a three-hotel cluster targeting the same UHNW traveler cohort. The Tokyo property sits in Azabudai Hills, a $5.4 billion mixed-use development that includes Janu, an Aman Residences tower, and Mori Building Company's largest single project. The Baja property competes directly with Montage Los Cabos, Zadún (a Ritz-Carlton Reserve), and Las Ventanas al Paraíso, all within 45 kilometers and all charging similar ADRs.
Allocators should track Q3 2025 occupancy data from these three properties, particularly the Janu Tokyo comp set against Aman Tokyo, which opened in 2014 and maintains approximately 68% annual occupancy according to Smith Travel Research estimates. Watch for residential unit absorption rates at Aman New York, where 22 branded residences are priced from approximately $15 million to over $50 million. The Beverly Hills entitlement hearing is scheduled for June 2025, with construction likely extending into 2028 if approved. The expansion also places Aman in direct competition with Rosewood's urban push — Rosewood opened four city properties in 2024 — and Capella's pending launches in Sydney and London.
Aman now operates 37 properties globally, with 14 in active development. The company has not disclosed whether the Janu brand will expand beyond Tokyo, but Doronin's statement framing it as a response to "evolving needs" suggests additional Janu deployments are probable within 24 months.
The takeaway
Aman's simultaneous New York, Tokyo, Baja openings confirm urban expansion after **10 years** of U.S. dormancy — watch residential absorption and Janu brand replication.
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