The company plans to differentiate its properties by integrating proprietary food and beverage concepts, such as L'Officiel COFFEE and L'Officiel BAR. These additions are designed to infuse the hotels with the aesthetic and thematic influence of L'Officiel and The Art Newspaper, effectively bridging the gap between luxury accommodation and high-end media culture.

This hospitality push is managed by AMTD Hotels Group, an indirect subsidiary of AMTD IDEA. The broader organizational structure involves a complex synergy between AMTD Group, AMTD Digital, and The Generation Essentials Group, the latter of which serves as a hub for the firm's media, entertainment, and cultural investments. By leveraging its role as a cross-continental connector, the group aims to unify its diverse business lines—ranging from digital solutions to premium asset management—under a singular, coherent brand experience.