Minor Hotels, which has more than 640 properties in 67 countries, has signed a management agreement for Dukes London, located at 35 St James’s Place. The hotel will join the Minor Reserve Collection, marking the luxury brand’s entry into the UK market. It will trade as Dukes London, Minor Reserve Collection, with reopening scheduled for the second quarter of 2027.
A St James’s institution since 1908
Opened in 1908, Dukes occupies a sought-after address in St James’s, London’s historic royal quarter. Over the decades, the hotel has welcomed statesmen and cultural figures.
The property is currently undergoing a complete, multi-year transformation led by Russell Sage Studio. On reopening, it will have 85 keys. Rooms and suites will be entirely redesigned, including 13 executive suites and five signature suites inspired by the characters and history of St James’s.
Dukes Bar, the cornerstone of the hotel’s identity
Dukes Bar has remained open throughout the works. It continues its ritual of ice-cold martinis served tableside. The bar has hosted members of royal families, politicians and personalities from around the world. Legend has it that it inspired Ian Fleming to create James Bond’s famous martini.
On reopening, the food and beverage offer will be anchored by a new restaurant developed with The Wolseley Hospitality Group, owned by Minor Hotels. A new space, The Delany Drawing Room, is already operating as a lounge and bar. It offers a selection of 160 whiskies, alongside champagnes and cocktails.
From 2027, The Delany Drawing Room will also serve afternoon tea. With a conservatory and a secluded garden, it will additionally host private events and receptions.
Seven Tides, a partner from Dubai to London
The signing is part of a long-term relationship between Minor Hotels and Seven Tides, a holding company based in Dubai and London. The two partners already work together on several major hotel assets in the United Arab Emirates, including Dukes The Palm, taken over under Minor Hotels management on Palm West Beach in 2025. Dukes London is their first joint hotel project in Europe.
William E. Heinecke, chairman and founder of Minor International, the parent company of Minor Hotels, described bringing the Minor Reserve Collection to the UK through Dukes London as a defining moment for the brand. He said few hotels embody London’s character and heritage as Dukes does, adding that, alongside its trusted partner Seven Tides, the group is approaching the hotel’s next chapter by preserving the unique identity of Dukes London while extending its reach through Minor Hotels’ global luxury platform.
Ghanim Bin Sulayem, Group CEO and Managing Director of Seven Tides, said the strategic appointment builds on Minor Hotels’ successful management of Seven Tides’ Dubai hotel portfolio and creates further synergies within the group. He also praised the Dukes London team, whose contribution he said had been instrumental in preserving the character and service excellence that define this iconic property, and added that the partnership should unlock the hotel’s full potential.
An address at the heart of royal London
From St James’s, leisure guests can walk to central London’s royal parks – Green Park, St James’s Park and Hyde Park – as well as Buckingham Palace. The luxury shopping districts and Theatreland are close by.
Green Park Underground station is a five-minute walk away and offers direct services to St Pancras International and Heathrow Airport.
A luxury soft brand in the building phase
Launched in 2025, the Minor Reserve Collection is Minor Hotels’ luxury soft brand. It is aimed at independent hotels distinguished by their character, heritage and local roots. The portfolio currently comprises three properties:
- Hotel Palace Portorož in Slovenia, reopening in the first quarter of 2027;
- Aventora Resort Baía Formosa in Brazil, expected in 2028;
- Dukes London.
Minor Hotels says it intends to grow the collection in leading luxury destinations. The group is targeting owners who wish to remain independent while gaining access to its international sales, marketing and distribution platforms.
Analysis – The signing confirms Minor Hotels’ strong interest in the London market. The group is already present there through The Wolseley Hospitality Group. It is also preparing the opening of WestDill Mayfair, the Colbert Collection’s first UK property, whose pre-opening has been entrusted to Marco Ercolano.
Analysis – With Dukes London, the group is rolling out two soft brands with different positionings just a few streets apart. This collection-led approach, already illustrated by the launch of the Colbert Collection in March 2026, enables it to secure heritage assets whose owners do not wish to place them under a brand flag.
At a glance by The Hospitality Tribune
Minor Hotels signs Dukes London into Minor Reserve Collection
Deal: management agreement for Dukes London, 35 St James’s Place, the brand’s UK debut
Reopening: Q2 2027 after a multi-year transformation by Russell Sage Studio
Product: 85 keys incl. 13 executive and 5 signature suites; new restaurant with The Wolseley Hospitality Group
Partner: Seven Tides, first joint hotel project in Europe after several UAE assets
Brand pipeline: Hotel Palace Portorož (Q1 2027), Aventora Resort Baía Formosa, Brazil (2028)
